Slovaks are bad with money.

Our households fall into debt fastest in the EU.

While being the 5th slowest at savings.

And the youth? Even worse!

Rappers and influencers - their role models - created the culture of instant gratification.

In fact, the whole digital world is chasing young people so that they spend money on impulsive online buys.

Young people desperately needed a new role model for this digital era.

And Tatra banka, worlds most innovative digital bank of 2019 decided to give them one. Why?

We have been leader in students account segment since 2019. But the competition is increasingly stronger. With much bigger advertising spend and giving them much greater benefits.

We knew we had to do something brave, big and long lasting to cement our postition.

We hit the heartbeat of digital culture and reach audience in unprecedented way.

Instead of promo campaign, we created icon.

100% digital artist, Bejby Blue who decided to change culture of materialism.

And told them that if they wanted to afford all the cool things once, they must first understand one thing - Don't spend, invest in yourself!

We planted her into hip hop culture, where she succeeded in being one of the hottest names in Slovakian scene influencing the youth to take responsible spending actions.

First we custom crafted Bejby in Unreal engine.

At the time there were no metahumans so everything was custom sculpted.

From the shapes, hair all the way to skin.

Based on AI calculations analyzing most popular Slovak Influencers we calculated how she should look and what her character should be.

Than she entered the youth culture of HipHop, fashion and influencers and turned it on its head.

We launched campaign in online spot where she introduced the whole campaign message.

Than she prepared first hip-hop music video that does not talk about ruthless spending, it encourages them to invest time and money in self-growth. All that with rapper known for his materialistic texts. This was praised as one of the best music videos in Slovakia.

Made from combination of stylistic real shots and CGI graphic with the hottest young hip hop director. Here we used methods from music industry known as "industry plant".

Than we challenged phenomenon of spending in street fashion, the "How much is your outfit?" poll.

WIth influencers she discussed how you have to invest in yourself first in order to afford lavish lifestyle later in Youtube content series.

And to show them, that investing in yourself really pays off, we announced a unique grant program for the ones that already invested their time in meaningful projects.

She invited all the young minds in 1 minute fill CGI video.

And we found over 100 great responsible projects.

While doing all this she was communicating daily on instagram via over 300 stories and posts which are mixed full CGI and reality face replacement.

And her story goes on in 2023