Small, Medium Enterprises (SME) make up the majority of the United Arab Emirates’ economy. First Abu Dhabi Bank (FAB) came to us to help develop a creative platform that will establish the bank’s vision in fostering the development of a competitive SME sector. We presented three concepts, each targeting a different challenge faced by SME owners.
Concept 1 - bank limitless
Boundaries. Restrictions. Obstacles. When it comes to SME funding, our customers hear no end of limitation. As a bank that aims to foster the development of the SME sector, we take a different approach. What others see as risk, we aim to uncover potential. What others deem as instability, we unearth possibilities. We position FAB as the type of bank that recognises what others don’t, the kind that mirrors the fearlessness of our audience. In the world where banking has its limits, we ask our customers to look at the transformative way of banking – bank limitless.
concept 2 - business is personal
“It’s just business. It’s not personal.” Business is seen to be all profits and losses, dollars and cents. In reality, nothing could be further from the truth. Every business is a dream, envisioned by one and realised by many. Every decision affects lives. Every action effects change. So when we say, business is personal, we are saying that FAB recognises that every business, every challenge is unique to the founders and stakeholders. We position FAB as the bank that empathises, that understands insecurities, that when it comes to transforming tomorrow, we are taking banking personally.
CONCEPT 3 - DIFFERENT WANTED
What makes a successful entrepreneur? The ability to stay focused. The lack of fatigue. The greater tolerance for pain. The artistry of time management. And much more. In short, change-makers are different. Different in the way they think, act, and behave. And maybe even dream.
As a bank that recognises potential in extraordinary ways, we are looking for different. We encourage these dreamers to continue their distinct ways. We position FAB as a unique bank that chooses to be fresh, original, and be associated with the exceptional. Because different is the only way to take on the transformations of tomorrow.
Agency: eg+ Singapore
Creative Director: Christan Sow
Copywriter: Zareth Lim
Art Director: Alvin Lee