Emirates NBD,,

“Financial Wellbeing”

Leo Burnett Dubai
Creative Director Divyan Kriplani
Copywriter Farhan Siddiqui
Art Director Syed Shuja Hussain

The opportunity

Narrative Development | Character Art Direction | Animation Treatment | Production

The Opportunity

Financial wellbeing can feel technical, intimidating and disconnected from everyday life. Emirates NBD needed a simpler way to help people recognise the behaviours affecting their money.

The Big Idea

Turn invisible money habits into characters people can see.

Every financial behaviour became a distinctive personality with its own motivations, consequences and visual world. Complex subjects could now be explained through stories rather than banking language.

Creative Leadership

Built the animation treatment around a scalable cast of characters and environments. Directed personality design, visual metaphors, colour, transitions, pacing, camera logic and story flow, guiding the production partnership with Zombie Studio.

Impact

Made financial education easier to understand without reducing its importance. The character system gave Emirates NBD a more human communication language capable of extending across multiple topics, films and customer journeys.

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Appendix

Official Financial Wellbeing platformhttps://www.emiratesnbd.com/en/financial-wellbeing

https://www.emiratesnbd.com/en/financial-wellbeinghttps://www.emiratesnbd.com/en/media-center/emirates-nbd-marks-financial-wellness-month-in-april

Zombie Studio film and creditshttps://vimeo.com/1002765956

Little Black Book featurehttps://lbbonline.com/work/122122

Ads of the World archivehttps://www.adsoftheworld.com/campaigns/financial-wellbeing

Ads of Brands featurehttps://adsofbrands.net/en/news/ad-of-the-day-zombie-studio-introduces-emirates-nbd-s-financial-wellbeing-initiative/6755

Clapboard archivehttps://www.clapboard.com/archive/emirates-nbd-financial-wellbeing-banking-finance

Zombie Studio Instagram posthttps://www.instagram.com/reel/DBW_elavOy2/

Publicis Dubai collaboration posthttps://www.instagram.com/reel/DB12paWx-mQ/

Campaign film and creditshttps://www.youtube.com/watch?v=Z9ufKm0XpKI