UBS teams up with Annie Leibovitz for multimillion pound global rebrand as bank seeks to become more "human"

The banking group UBS partnered with the world-renowned photographer Annie Leibovitz for its multimillion pound rebranding project, which will span TV, digital and print media.

The project will also run at high-footfall airports.

Leibovitz, who was behind Marks & Spencer's recent high profile campaign, has created a series of photographs for the group's new campaign.

UBS is hoping the campaign will show the bank is "human", chief marketing officer Johan Jervoe told Marketing Magazine.
The people captured in the images will be pictured asking questions such as "Am I really making a difference?" and "Am I a good father?", to demonstrate how UBS can help customers make financial decisions about their future.
The new campaign kicks off today.


Annie Leibovitz shot a series of portraits for the new UBS global brand campaign (Source: Annie Leibovitz)