Its not just about saving for your child’s future, but also for your own. Taking this concept as its core message, children adorned the role of influencers for parents in the latest campaign by Emirates NBD for its various savings plans.
Along with its creative agency, FP7/DXB, the bank questions that while parents plan about their children’s future, who is planning with parents about their future?
A child’s secure future has been ranked by 78 percent of UAE parents as their biggest anxiety. And interestingly, parents’ future ranks as something that 85 percent 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.”
The bank invited parents across schools to ‘Show & Tell’ sessions which were held in UAE schools. The kids’ performances were recorded by the school and shared with parents. The agency did a first-of-its kind role reversal, where children got to tell their parents what they expected from them for their parents’ own 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, on social media through content, and across the bank’s retail ecosystem.
Client: Emirates NBD
Agency: FP7/McCann Dubai
Creative Strategy, Regional Head of Strategic Planning (FP7/McCann MENA): Tahaab Rais
Creative Director: Josephine Younes
Creative Director: Nayaab Rais
Senior Creative Director: Oliver Robinson
GM – Business Unit: Spiro Malak
Account Director: Vicky Kriplani
Account Manager: Layan El Hafi
Director: Nizar Sfair
Production Consultant (MINT MENA): Dolly Saidy
Head of Production (MINT MENA): Souraya El-Far