Emirates NBD Film, Digital When You Grow Up by Fortune Promoseven Dubai

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When You Grow Up

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Industry Banking & Financial Services
Media Film, Digital, Interactive & Mobile
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Creative Director Nayaab Rais, Oliver Robinson, Josephine Younes
Production Mint MENA
Director Nizar Sfair
Released May 2017

Credits & Description

Brand: Emirates NBD
Agency: FP7/McCann Dubai, United Arab Emirates
Tahaab Rais – Creative Strategy, Regional Head of Strategic Planning (FP7/McCann MENA)
Josephine Younes – Creative Director (FP7/McCann Dubai)
Nayaab Rais – Creative Director (FP7/McCann Dubai)
Oliver Robinson – Senior Creative Director (FP7/McCann Dubai)
Spiro Malak – GM – Business Unit (FP7/McCann Dubai)
Vicky Kriplani – Account Director (FP7/McCann Dubai)
Layan El Hafi – Account Manager (FP7/McCann Dubai)
Nizar Sfair – Director
Dolly Saidy – Production Consultant (MINT MENA)
Souraya El-Far – Head of Production (MINT MENA)
When you grow up
How school kids in Dubai reminded their parents in a 'Show & Tell' to think about their future when they grew up too, as parents!
A child’s secure future has been ranked by 78% of UAE parents as their biggest anxiety. So, when it comes to savings, parents invest in their children and focus on securing their children’s future (rightfully), but unfortunately, have been found to forget about their own.
So, while parents have a conversation with their children about their children’s future, who has a conversation with parents about their own future too?
Interestingly, parents’ future ranks as something that 85% of children think about too. 12-year-old Adnan says, “When she’s older, I wish she gets to make all her dreams come true.” 9-year-old Aisha says, “I want to see both of them happy doing what they love.”
To help parents save for when their kids grow up, Emirates NBD, one of the leading banks in the UAE, had a range of savings plans. Now, we needed to get parents to think about saving for themselves.
And we used their biggest influencers, their children, to get them to think about themselves and their own future as a couple too.
We invited parents across schools to “Show & Tell” sessions (these sessions happen across UAE’s schools, the kids’ performances are recorded by the school and shared with parents). And in these sessions, we did a first-of-its kind role reversal, where we got children to tell their parents what they expected from their parents with respect to their parents’ future. And encouraged parents to take care of their own selves too, when they grew up as parents!
The idea is now being scaled across on-ground activations, school activities (wishes from kids shared with parents), on social media through content, and across the bank’s retail ecosystem.