Description
The biggest barrier to saving isn’t lack of money – it’s the excuses. SEB’s "Ettekäänete allee" ("avenue of excuses") lined up the most common pretexts in a way that people themselves often do, when thinking of savings. The row of posters became a mirror: people recognized themselves, the excuses lost hold over them, and it felt much easier to take the first step – starting now, not later.
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Creative Director
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Copywriter
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Art Director
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Designer
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Project Lead