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Making an offer you can’t refuse for Keytrade Bank.

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Keytrade Bank is the proud sponsor of De Mol, the most popular TV show of the Benelux. In it, contestants have to find a traitor among them to stand a chance of winning a huge money prize. In 2024, the show was set in Sicily, fully embracing the mystic codes of La Mafia.

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In order to reach this entertainment-focused, content-crazy audience, we gave them what they wanted: entertaining content. We created a 5 part online mini mafia series The Molefather in which a Sicilian family of ‘waste management professionals’ was also looking for a traitor. A family member that was making 5 cents out of every transaction, which just so happens to be one of Keytrade Bank’s USP’s.

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“If you want to win the hearts of content addicts, you can put a lot of money into advertising. Or you can just give them what they want and make great content.”

Jesse Van Gysel


Creative Director at Mutant

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