Making Someone Smile.
When Maybank approached us, they were already a major player in Southeast Asian banking, but they had yet to start selling credit cards in the Philippines. Better late than never! The competition was stiff, but Maybank’s people had something special in mind. In keeping with their mission of humanizing financial services, they teamed up with us to show that the small things in life can be the big joys, and we hit the spot—just like that.
That was the campaign. It was delivered in print ads, outdoor ads, and TV commercials made in collaboration with ManilaMan. Maybank also wanted a party to celebrate the launch; we made them event collaterals, a media press kit, and we worked with LEN Plus to design the event. Overall, the campaign’s visual style uses free-form typography and a light visual mood to give a human touch to Maybank’s trademark yellow and black.