Write a short summary of what happens in the film

60% of people will outlive their savings. And that’s not good enough. With lifespans doubling across the world, more people than ever are outliving their savings. What’s a bank got to do with it? We help people make better financial decisions earlier. So they can prepare for a longer life and enjoy it on their own terms. Because we’re not here for good enough, we’re Here for good.

Cultural/Context information for the jury

A social timebomb is ticking across Asia, Africa and the Middle East. Millions of people are living decades longer. Yet, many won’t have enough money to stop working. Data shows that people around the world want to sustain their current lifestyle in retirement. Concerns around support for elderly in their retirement as well as parents in their old age were prominent in conversations around living longer when we did social listening.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

We found that Super Seniors is a rising cultural trend which has deep implications. Specifically in Middle East & Africa and Asia, the elderly are working longer to sustain themselves but also to do the things they couldn’t do before. We used statistics that are relevant to single markets to put this across to show the seriousness of the situation and how it can impact their lives i.e. With retirement becoming 7 times longer, more people will have to work past 65. And to be able to live on $180 a day after 65, you’ll have to save a million dollars or keep on working.