Description
Saving often gets postponed by excuses. SEB summed it up in one line which roughly translates to: "The most used grammatical case in Estonian is the 'excuse case'." (EST: 'grammatical case'='kääne', 'excuse'='ettekääne'). The language-focused setup makes the context unexpected for a bank, the punchline lands harder, and the line works as a mirror - making excuses visible and pushing people to act.
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Creative Director
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Project Lead
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Art Director
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Copywriter
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Designer