BIG Bank Gdanski - "Sailor"

Leo Burnett Central & Eastern Europe

Leo Burnett Central & Eastern Europe Warszawa, Poland

4334

Title	Sailor
Agency	Leo Burnett Central & Eastern Europe
Campaign	Sailor
Advertiser	BIG Bank AG
Brand	BIG Bank Gdanski
Posted	December 1999
Product	EGO - Pension fund
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Tagline	You don't have to pretend to have a life when you retire.
Story	The open retirement fund EGO is the product of the reform of the Polish social security system. In 1999 the state dominated pension market opened to private competition and Polish citizens who work and are under the age of 35 have to choose a fund in which he/she will entrust in their future. Knowing that all the pension funds would start advertising at the same time, and prediciting that a large part of them would repeatthe well known and often used message - we are big, old, and safe - we knew that our client's strength would have to come from understanding our consumers' fears of the future and from being different executionally. These ads show that if you don't invest in Ego you will have to pretend to have an exciting life when you retire. Ego guarantees a food future.
Media Type	Television
Length	35 seconds
Market	Poland
Creative Director	Jonathan Hoffman
Associate Creative Director	Darek Zatorski
Copywriter	Lechoslaw Kwiatkowski
Art Director	Michael Long
Agency Producer	Janusz Wlodarski
Director	Johan Gulbranson
Production Company	Opus Film Studio