Al Hilal Bank
'The Heritage Card Collection'
Client
Al Hilal Bank
Agency
Impact BBDO
Creative Art Direction
Taraka 'TK' Tennakoon
Collaborators
Sumayyah Abu-Hulayel - Copywriter, Kusal Udhara - Designer
Weaving a timeless tale through product design.
Al Hilal Bank is an Emirati bank with a proud standing in the community.
However, with the ever-shifting financial landscape, the bank faced perception challenges. Its status as vanguard of time-honored tradition stood starkly at odds with its hypermodern Emirati audience.
To bridge tradition with modernity, we proposed the creation of the bespoke Heritage Card Collection.
This limited edition dual card set - exclusive to Emirati nationals -was envisioned as two sides of a timeless tale. The past and the future, coming together to portray the story of a nation.
By weaving this story through poetry and contemporary illustration, we offered something more than just a card, but a symbol of pride and the chance to be part of something new.
Dawn of The Nation:
“A tale told around tea, filling the cup of life with a rich history, deep-rooted culture and eyes of wonderment.”
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For this card, we showcased the past -
an intricate scene of a time when history was passed on with stories shared over a brew, well into the night.
An ode to Bedouin times, we sought to portray the elegance of Emirati history.
Destiny of The Nation:
“The authentic allegories within astronomy, connecting a past, to a future, through the present.”
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In this card, we wanted to speak to the future. We where inspired by the beauty and legacy of Islamic Astronomy, so we used it as a potent metaphor for both the future and the country's aspirations.
As one of the world’s oldest sciences, we showed how its guiding principles could take us from the past into the future.
Advertising Campaigns
To launch The Heritage Collection, we used the custom illustrations to break out from the clutter, intriguing people with an invitation to carry a part of the nation’s heritage & promise in their pocket.
