The Shadow of Ambition: Every transaction is a step toward a lifelong promise.
The Shadow of Care: Providing for a family is a story of unconditional love.
The Shadow of Growth: Financing a dream requires a partner who believes in your vision.
The Shadow of Growth: Financing a dream requires a partner who believes in your vision.
Description
Behind Every Story, We Stand.
This campaign for Arab Bank explores the human dimension behind financial transactions. Every person standing at an ATM carries a unique narrative—a student saving for a dream, a parent providing for their family, an entrepreneur building a legacy, or an elderly person managing their life’s harvest.
Through a cinematic interplay of light and shadow, the ATM becomes more than a machine; it is a source of light that reveals the "hidden stories" of its users. The shadows serve as a visual metaphor for their aspirations, struggles, and needs. This campaign captures the bank’s core promise: being a constant, silent partner across all segments of society, present in every hardship and every milestone.
Art Direction: The visual execution utilizes high-contrast, low-light environments where the ATM serves as the primary light source. This dramatic lighting casts "storytelling shadows" on the walls, transforming a mundane daily task into a profound moment of human connection.
This student campaign titled 'Behind Every Story, We Stand' was published in Egypt in June, 2025. It was created for the brand: Arab Bank, by ad school: Helwan University. This Digital, OOH Outdoor, and Print media campaign is related to the Finance industry and contains 4 media assets. It was submitted about 5 hours ago.
Credits
Advertising Agency (School): Helwan University, Faculty of Applied Arts, Cairo, Egypt Art Director: Ziad Waleed Copywriter: Ziad Waleed Digital Artist: Ziad Waleed
