For this campaign from Febelfin, the Belgian Financial Sector Federation, examining the reputation of bankers, agency Duval Guilliaume asked a bunch of kids what they want to be when they grow up. They answer in the usual way that kids do -- ballerinas, police offers and so forth, and are then asked whether they would want to be a banker. Their incredulous expressions are fantastic, and some of the comments that come out -- for example, that their parents hate bankers, or that bankers drink a lot of alcohol to forget their bad behaviour -- are very telling.

While we're not sure that banks are going to have a recruitment crisis any time soon, it's a neat idea for a campaign, and we hope it might just make some financial institutions think about their behaviour.