Context
Bank Melli Iran offered bank guarantees, but many traders and business owners were not fully aware of how the service could support commercial transactions.
Role
I led the concept and visual direction, translating a technical banking service into a campaign people could understand quickly.
Actions
A bank guarantee is abstract by nature: in practice it is usually just a letter or an email. Showing the service itself would communicate nothing. We focused on the result instead, what the guarantee enables: trade moving with confidence. The shipping container became the metaphor for that connection between the service and commerce. Breaking the container out of the billboard frame was a deliberate choice to make the execution more visible and eye-catching in outdoor environments.
Deliverables
- Creative Direction
- Concept Development
- Billboard
- Poster Design
Outcome
Traders and business owners could grasp what a guarantee does for trade without wading through banking jargon. The outdoor work stayed bold and visible in crowded media.
