Suez Canal Bank Billboards: Get the Card. Get the Offers. Enjoy 0% Interest
In this newest out-of-home installation, Suez Canal Bank presents itself in a remarkably low-key manner. The message in this campaign is displayed on large billboards and vertical digital displays in one line repeated in Arabic: "Your world in one place." The message here is that the bank itself is a centering influence, a place where complicated things are brought together, not made complicated.
Messages are conveyed through clean, well-structured design. Blues are deep in the background, which positions the brand clearly in the established set of banking colors. Humans are depicted in various advertising creatives, such as a man confidently walking through an office, two people examining documents on a computer, or generic work scenes. None of it glamorizes. And in the first two seconds of every ad, it becomes apparent. It is human, then message, finally logo.
The visual hierarchy is well-behaved. The faces are at-eye level, the tag line is large but not aggressive, and the Suez Canal Bank logo remains rooted in the corner, never vying for notice. The logo itself, a stylized representation of a wave, is a framing device that holds a visual metaphor for the idea of consolidating and controlling: it contains all the imagery inside.
On a creative front, the campaign rests comfortably on the side of reassurance as opposed to differentiation, after their last OOH campaign. The promise here is neither innovation nor disruption, but control. This is quite in line with the category. Banking, specifically OOH, needs visual confidence over creativity as opposed to creativity for creativity’s sake.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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