Write a short summary of what happens in the film.

In the film, young Dante is toured by Virgil in banking hell, a dark and unforgiving place where souls are tortured by different traditional banking pains. In the first section, souls are literally drowning in an actual pool of papers application forms. In the next section, souls are giving up valuable items to pay for fund transfer. In another section, souls are literally trapped inside phones to represent being stuck with biller enrollment. Upon seeing it all, Dante is in disbelief because, as he explains, none of that happened with him when he opened an account with UB via the app. As the tortured souls drop their jaws in shock, Dante walks away from banking hell, and towards the light with UB.

Cultural / Context information for the jury

In the Philippines, there is a long-standing culture of being “matiisin (enduring),” wherein Filipinos tolerate and bear the suffering of a particular situation—in this case, it’s about enduring bad banking. For them, it will just be a hassle to change their bank, so they would rather endure their current crappy bank app, even if it’s riddled with terrible features and even if it brings a terrible experience overall. So to challenge this culture, UB had to spread its messaging of not needing to settle for crappy banking.

Tell the jury about the production design / art direction.

To bring banking hell to life, the film veered away from the usual depiction of hell with fires and beasts. In this film, banking hell was created in an abandoned building. Each section was designed to represent a banking pain. To dramatize hassle requirements, the scene had people drowning in a pool of papers. Depicting fund transfer fees was a long queue where people gave a little extra, like money out of an unusually placed back pocket. To show biller enrollment, people were trapped inside phones as they hold their bill statements. The demons were humanistic in features, with subtle touches like heavy eyeliner. To represent old banking, they wore teller-like clothing. Overall, the design amplified the feeling of suffering. With the art direction and production design, traditional banking pains were dramatized in a way that made viewers see themselves and want to get out of that miserable place.