Ever since the introduction of the Danish discount supermarket Netto in 80's the color combination of yellow and black has been associated with the slightly negative sense of the word 'cheap'.

So Danish eyebrows were raised when the most conservative bank 'Danske Bank' changed its brand colors overnight - from classic blue/white to discount-colors yellow/black. The cosmetic change was only temporary and the idea was to draw attention to numbers showing that the bank, after all, is not that expensive.

Nice gimmick, but considering the buzz generated by the campaign, it is slightly mysterious that it was not backed up by something that customers could interact with and take action upon, such as a new service or product.

• www.danskebank.dk/billig-bank (campaign site)