Context
Maskan Bank needed to promote a children’s savings account that helps parents save for future housing needs, without making the message feel technical.
Role
I developed the campaign concept and visual direction, connecting the bank’s housing focus with long-term planning for children.
Actions
The starting point was a parental concern rather than a financial product. Parents always have plans for their children’s future, and that emotional reality was stronger than any interest rate or savings figure. The client had tried statistics-led communication before and it had not worked, so they specifically wanted something more emotional and creative. Working from that, the word ‘plan’ became the bridge: an architectural floor plan for a future home and a financial plan for a child’s future. Placing the child on the floor plan made both meanings visible in one image without needing explanation.
Deliverables
- Campaign Concept
- Key Visual Direction
- Print Ad Layout
- Final Advertising Artwork
Outcome
The campaign turned a savings account into a clear message about preparation, care, and giving a child a stronger start toward a future home.
