The Man Who Never Got Anything Back

Emirates NBD, a big bank in the UAE, is a small bank in Saudi Arabia.

To grow, acquisition matters especially with Saudi Youth.

Emirates NBD launched Mazeed, a cashback credit card, with the highest cashback in Saudi Arabia.

But with low budgets vs. mega competitors, standing out wasn’t easy.

So, we zigged conventions through a branded content music video and content series, showing the joy of cashback by showing the life of someone who never got anything back, but then, learnt and mastered the art of cashback with Emirates NBD.