Unlocking

what a brand

doesn’t know

about itself.

Synopsis

Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.

After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.

DISCIPLINES

Ideation
Art Direction
Creative Direction
Graphic Design
CGI

MEDIUM

Digital
Print
Social

CLIENT

Bank Aljazira

YEAR

2013—2016

In tandem with the agency’s creative strategy, my personal guiding principles for the work were:

01.

Talk like people talk.

02.

There’s no problem in being humorous even if one is conservative.

03.

Bring pop culture to finance category.

When humor scored high

One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.

When humor scored high

One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.

When humor scored high

One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.

When humor scored high

One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.

When humor scored high

One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.

Medium: Print.

Role: Concept, Art Direction, Graphic Design, CGI.

Saudis like to cheer, so we cheered them up

Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.

Saudis like to cheer, so we cheered them up

Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.

Saudis like to cheer, so we cheered them up

Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.

Saudis like to cheer, so we cheered them up

Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.

Saudis like to cheer, so we cheered them up

Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.