Emkan was a project in collaboration with Bank Med that aimed to promote savings bank accounts to a specific target group that is not familiar with financial services offered by banks (the less privileged). “Emkan” is the name of the bank account and via this account clients will be able to have access to smart ATM (withdrawal and deposit), have a debit and/or credit card and can take loans. The challenge was to promote the account to Emkan clients who have little or no banking experience by coming up with key visuals for an outdoor campaign/posters and a pamphlet.
The objective was to portray the key benefits of having this account and look very approachable and credible. The first part of the project was to create an identity for this bank account “Hesab Emkan” which looked simple yet modern. For the second part, we targeted people with humble businesses and photographed them in the context of their business be it a bakery, a grocery store… The copy was phrased in a way that would deliver the message in a fun, straightforward and colloquial way.