You wouldn't expect a banking ad about responsible borrowing to provoke much emotion, but a charming new animated film from Middle Eastern bank Al Etihad Credit Bureau does exactly that.
Agency Serviceplan Middle East created a heartwarming tale of a boy and a librarian to raise brand awareness and illustrate the responsibilities of being a good borrower.
In the story, a man finds a dusty old copy of "Arabian Nights" while clearing out his attic and remembers borrowing it as a child from his local library. We're taken back in time to see how the initially grumpy librarian encouraged his love of reading; he borrows the book time and time again. Eventually, the family moves away from the beloved library and never gives it back. Now, in the present day, he returns the book to find the old man gone, but he's left him a note that reads, "Every word kept counts."
The film was directed by Esfandiar Haji and Shahriar Ghatre at production company Hanzo Films with animation by Vulturehead studio.
There's only a subtle brand link in the emotional and nostalgic piece of content (and everyone who has ever found an unreturned library book can probably relate).
“In trying to get across a very tough message, we decided to go with the allegory of a child borrowing a book that he is unable to return, which gradually eats away at him," said Serviceplan Middle East Executive Creative Director Akhilesh Bhagri in a statement. "When he does return the book in later life, he learns that nothing is lost. This particular example could resonate with a lot of us, since borrowing a book from a library is probably the first time we as humans take the responsibility of taking something on credit, with a promise of giving it back.