Abu Dhabi Commercial Bank launches campaign with Minneapolis-based agency Solve
The second largest bank in the United Arab Emirates, Abu Dhabi Commercial Bank (ADCB), is launching a campaign this week that features videos of real people closing their eyes and describing their greatest ambitions in life coming true.
The message is: “If you can visualize it, ADCB can help you get there.” Creative agency Solve, based in Minneapolis, produced the campaign.
Since ADCB operates in a crowded banking marketplace within the UAE, Solve said it wanted to rise above the rational appeal of competition and position the bank as a champion of its customers’ ambitions.
For the campaign, Solve invited real people from around the UAE to participate in an on-camera exercise where the agency asked them to close their eyes and visualize their greatest ambitions in life coming true. They were also asked to describe what they saw and how it felt.
Examples include: “Yousef, visualizing sending his children to the Ivy League,” and “Meher, visualizing retiring young enough to enjoy it.”
The multi-channel campaign includes web videos, a microsite, print, transit, and out of home ads. Voiceovers are in English, with films and spots including Arabic subtitles.