ARAB BANK - BEGINNINGS NEVER END

A CENTURY-OLD BRAND GETS A NEW TONE

ABOUT THE PROJECT

Arab Bank is one of the oldest modern arab banks in the region with almost 100 years to its name. Beginnings Never End is a campaign created to launch the new identity of Arab Bank.

THE INSIGHT & IDEA

Arab Bank has, since its inception, has used the same slogan “Success is a Journey”. We wanted to tap into the story behind it, show that the journey in banking and life in general is always continuous. At its core, “Beginnings Never End” was created to show that banking, or life, shouldn’t be seen as transactional or one-dimensional.

With this campaign, we are positioning Arab Bank as a launchpad for endless possibilities. Every deposit, loan, card, service, conversation, or decision isn’t just a transaction but the creation of a new beginning, a new journey. Buying a house becomes the beginning of a new life, starting a business becomes the beginnings of success, going on vacation becomes the beginning of a memory, and education becomes the beginning of knowledge.

Here, we wanted to focus on a message that says WE DON’T JUST MANAGE YOUR MONEY, WE HELP BEGIN WHAT’S NEXT.

THE PHASED ROLLOUT

TEASERS

In the first part of the teasers, we kept the iconic circles of Arab Bank’s old branding as the center focus of the content, placing them in a new light, new situations, and new “futuristic” scenarios.

In the second part of the teasers, we focused on bringing out the message of “Beginnings Never End” with various content pieces showing the new tone of voice.

THE REVEAL

Once we had built the anticipation, given a sneak peak of the tone of voice, new identity, and overall look and feel, it was time for us to officially reveal the transformed logo in two videos. One that brings out the new story of Arab Bank and the second that shows the transformation and how the logo still held true to its iconic circles.

THE SPOTS

We then released several TV spots that doubled as social videos showing different personas in their “achievement” phases. From sports enthusiasts to entrepreneurs and artists, we shows that the new Arab Bank is a new take on the modern world, that the brand is always evolving with its customers, no matter who they may be.

CREDITS

HABIB RIHANNA
MERIAM SHANTI
RAND KHAWAJA
MOHAMMAD AL AMERY
SAMI ABOU FAKHR
DANA ABU TOUQ

ASHRAF SHAKAH
PHILIPPE APPRAHAMIAN
GHASSAN MARAQA
MARIO MORBY
JON MERCHANT
CHRISTIAN SAFI