Star Lights Up ABN AMRO’s New Branding Campaign

If you’re entering a metro, waiting at a bus stop, or watching TV, you may see a familiar face staring back at you. FSA’s own Star Hoen is featured in ABN AMRO Bank’s new branding campaign: For Every New Beginning.

Wearing her costume from this year’s competitive program to Black Panther, Star is shown performing sit and scratch spins, crossovers and a dramatic knee slide.

Star’s road to becoming the face of the ad campaign for a major Dutch Bank began when her mother’s cousin spotted a casting call for skaters aged 12-18. Though still only ten, Star threw her hat into the ring, sending the requested video footage. ‘Lots of spins,’ her mother Dianne says. Star was one of 25 girls the producer considered for the part. A few days after meeting her and watching her do some off-ice movements, the news came that she had been selected.

‘They loved her,’ says Dianne. Right down to her Black Panther costume. The skating footage was shot December 18 at De Uithof in the Hague.

The ad introduces a new brand identity for the Dutch Bank. ‘Designed to evoke the excitement of “beginning”,’ says ABN AMRO’s Director of Brand, Marketing & Communications Patrick Kuijsters. The bank is updating its house style to ensure the new theme is present in everything it does going forward. Subsequent campaigns focusing on specific life events and beginnings will follow.

The campaign rolled out across the Netherlands March 4 and is the first created with its new agency ACE.