First Abu Dhabi Bank
Bank mergers are never an easy process. A merger between two of the Middle East's biggest financial institutions (to create the region's largest bank) is even harder. The first task: create an identity merging the National Bank of Abu Dhabi (NBAD) and First Gulf Bank (FGB). The result: FAB, First Abu Dhabi Bank.
This was then applied to a broader campaign and movement, asking customers to join FAB to 'Grow Stronger' together, and offering a selection of financial tools, advice, and services to allow them to do so. The bold initial campaign, with its black and white photography and film, and modern typography, was released throughout the region and in select global markets.
The campaign was executed over a broad range of platforms and included multi-phase television spots, radio announcements, print campaigns, social posts, digital ads, branded content, web and mobile websites, and more.