To this end, I answered Bank of Valletta’s demanding brief by exploiting universally recognisable Fairy Tales to represent the different home loan categories offered by the bank. For instance a lamp is instantly recognised as the Genie’s residence in “Aladdin”. Mermaids typically inhabit aquatic environments with ample roaming space. Snow White finally reunites with her beloved prince and lives happily ever after in a palace. And so on.

 

A series of illustrations for this 2-year, nation-wide campaign exploited these assumptions and took them to the next level. The genie now contemplates buying an additional lamp (second time buyers). The mermaid is in dire need of home refurbishment (home improvement loans). Snow White and her prince approach their new, humble, dream home complete with two traditional “gallariji” (balconies) (first time buyers). Once the illustrations were approved, the rest of the promotional campaign including billboards, leaflets, bus shelters, booklets and trade-fair stands were created. Additionally Blaze Productions skilfully adapted these illustrations into 3D animated TV commercials.

 

Digital Paintings.
Created at JP Advertising Ltd.

 

 

Target Audience: Customers planning to renovate their home.

 

 

Target Audience: Customers looking for a larger home.

 

 

Target Audience: Customers aiming to purchase a home they'll be able to afford in a few year's time.

 

 

Target Audience: Customers considering buying a second property.

 

 

Target Audience: First-time property buyers who live on their own.

 

 

Target Audience: Customers planning to renovate their home.

 

 

Target Audience: Customers looking for a larger home.

 

 

Target Audience: Customers considering buying a second property.

 

 

Preliminary concept sketch.

 

 

Preliminary concept sketch.

 

 

Advert on a bus shelter.

 

 

Advert on a billboard.

 

 

Informational booklet.

 

 

Property Fair stand.