What kind of bank can not be robbed? A smart branch.

We developed a comedy-centric film revolving around a bank robbery with 3 masked thieves attempting a mass theft. Instead they find nothing but a security guard; which unfolds how they will not be able to win millions of cash as its automated and not human - led. Through comedy, the easiest way to Egyptian's hearts & minds we explain how the smart branches work.

Our challenge was quite simply get an unbanked society (Egypt only has a 12% financial inclusion) to not only open an account with National Bank of Egypt but also understand the concept of an automated branch. In a country, where there is a general aversion towards technology especially when it comes to banking. We are much more comfortable with tellers than machines.

So we needed to educate consumer on the benefits of banking, and provide them with logic on why "smart branches" are better. This product launch was a leeway to meet NBE's primary objective which is to resonate and relate to the younger generation, a generation thats very hard to speak to and be relevant to.