AmBank and Euro RSCG Malaysia show the art of saving paper
Euro RSCG Malaysia and AmBank have teamed up to produce a campaign to convert the bank’s credit card customers over to eStatements, an emailed version of the regular mailed credit card statements.
In the spirit of going green, AmBank wants its customers to voluntarily switch to eStatements, and for maximum reach, the bank wanted physical posters across all 189 branches. But the challenge was how to craft an engaging and relevant campaign, without using vast amounts of paper to communicate the message, and thus undermine the bank’s green credentials.
Like most large businesses, AmBank has accumulated a considerable number of used posters – and these offered a potential solution. But can old posters be used for a new campaign? Euro RSCG enlisted the help of an art and design college, PJCAD, to help hand-make the posters – creating individual artwork on the reverse side that urges consumers to consider switching to eStatements. Students’ names and a note to the viewer that the poster was recycled were added – reinforcing the bank’s green drive and message.
“We are fortunate to work with a proactively green client in AmBank, which is committed to taking firm action to save paper, rather than just asking its customers to,” said Kit Ong, Executive Creative Director, Euro RSCG Malaysia. “Thanks to the valuable help of our collaborators from PJCAD, this deceptively simple campaign has the power to hit the viewer on a number of levels. Visually the unique, hand-made designs stand out from normal poster campaigns, and the message emotionally connects with consumers who want to do their bit to cut down on unnecessary waste.”
AMBANK E-STATEMENT CREDITS
Executive Creative Director: Kit Ong
Copywriter: Kenny Tan, Azeril Johari, Kevin Ho
Art Director: Andrew Teo, Grace Liew
Head of Design: Sharon Ong
Designer: Sarah Sin, Wong An Jie, Lee Su San, PJ CAD
Photographer: IFL Studio
Account Supervisor: Gan Mei Lian
Account Manager: Adrian Cheah
11 Comments
Good one guys! + congrats to the pro designers-in-the-making from my former college.
I thought rule #1 was to get notice.
It’s nice of Campaign Brief to show the boring work too.
On a positive note, at least it’s real.
Nice. I like.
Great thinking. Now all those print ads about saving trees look pretty foolish. Good job guys.
The pictures should be the other way round.
It’s good to see an idea that is real in this scampaign brief.
For the next phase, you can have these posters shredded into 10x15cm smaller pieces and place them at the toilets at AmBank. That’s integrated campaign dude.
Just kidding la.
Good work guys. Nice stuff. Really stuff.
Need more examples to see how campaign works. Good job.
Shit, I had the same idea. But never did it up.
Nice idea. Should have tried to do all posters in house. Better control in art direction.
It’s been done.