Only a third of residents in the UAE save for retirement. Emirates NBD wanted to promote the importance of retirement plans as a means of securing a fulfilling financial future. So FP7/DXB asked the question: ‘If you could magically come face-to-face with your partner 30 years hence, would that convince you to save for retirement?’ Through professional make-up artists, the agency asked married participants to travel forward in time as they were aged by 30 to 35 years. Their unsuspecting spouses were then invited to ‘A corridor of life’ – a hallway of moments in life that were special to their participating partners – before coming face to face with their aged partner.
Project: The Beautiful After
Client: Emirates NBD
Agency: FP7/DXB
Associate creative director/art director: Josephine Younes
Associate creative director/copywriter: Nayaab Rais
Head of insights and strategic planning: Tahaab Rais
General manager, business Unit: Spiro Malak
Account director: Vicky Kriplani
Account manager: Layan El Hafi
Senior strategic planner: Sameer Islam
Account executive: Erna Redzepagic
Production consultant: Mint
Director and cinematographer: Ziad Oakes (ZO Productions)
