In 1986, the French government launched several projects to privatise companies and banks. The objective was to make them more responsive in a competitive environment. 10 industrial and service companies, 42 banks and financial institutions and 13 insurance companies were concerned. Paribas, an international merchant bank and traditionally an industrial bank, was privatised in January 1987.
If the institution was well known by decision-makers, the bank had to communicate its history, its performances and its results to the general public.
Consequently, the Group designed, with its communication agency, an advertising campaign that made a deep impression on people. The idea was to reveal to the public the components of the Group and to promote its successes in order to create the desire to become a shareholder. This poster shows the recurring theme of the campaign that led off all messages: “Sir or Madam, for the first time in 115 years, this door will open widely to the public.” To symbolise its 115 years of history and its activities, the bank presented the door of its head office, Antin Street (former Mondragon Hotel). Television ads, magazines, films , brochures, small posters… This door was found on all communication media.