Sustainability is one of KfW's primary business targets. As a bank committed to responsibility it is promoting environmental and climate protection worldwide. Nationally KfW is promoting the energy-efficient refurbishment of older residential buildings, business founders and young enterprises and young students in particular with grants or loans at favourable conditions. For a very long period KfW did not do advertising. Our brief was for a launch campaign that explained all of KfW's business in an approachable, understandable and believable campaign. It was a challenging job mostly due to the many restrictions a client like the KfW bank is subject to, but I am happy about the outcome. Not least because of the great job by the amazing director duo FreierEckert and by Steffen Jagenburg a brilliant photographer and one of the nicest human beings I had the pleasure to work with.