A-Bank ranks among the ten largest banks in Ukraine: more than 1.5 million customers and 220 branches.
Unlike its major competitors, A-Bank has never resorted to mass communication, as it has developed only through its service and branch network.
‘This year, we need to achieve the KPI targets by promoting our flagship product — the credit card’, the client said. However, we see the first brand’s communication as a responsibility in searching for the tone of voice and the future brand’s strategy. Which by the way, we were developing simultaneously with this communication idea.
The competitors communicate their credit products to imaginary people without real problems. In their stories, people take credits to buy new scooters, shoes, and dresses as well as to go to restaurants. For whatever purpose but the ordinary human’s needs.
We decided to show real people with their normal needs: new clothes for a child, spare parts for a car, or ‘a few thousand more to finish the repairs’. And what’s good is that these real people have real reactions. Their brain says ‘fight or run away’. But fighting people isn’t an option when you run out of money, so you have to run away.
Adults don’t hide from problems. They run away from them
We made the bumper ads separately, because you can’t run away in 6 seconds. Even from the ads.
director — Yevhenii Hozheishyi
DOP — Denys Lushchyk
assistant director — Serhii Korniienko
executive producer — Ivan Krutous
producer — Kostia Halyko
assistant producer — Masha Tuhai
production designer — Olha Zlobina
production designer — Mykola Poluden
style — Dina Holubieva
sound design — Oleksandr Pustarnakov
music — Sura Tomasian
colour correction — Olha Korzhynska
post-production — M1X
PR director and corporate training manager — Nataliia Khlyzina
chief content officer — Alina Shvets
credit card manager — Yevhen Zaichenko
analytics and marketing manager — Kyrylo Sychushkyn
customer experience manager — Olena Tsehelia