Cultural / Context information for the jury

The 2019 Financial Inclusion Survey by the Bangko Sentral ng Pilipinas reveals, 47% of the adult population in the Philippines do not have savings. That, simply put, is horrifying. So on October 31, 2021, World Savings Day, while the rest of the world celebrated Halloween, Tonik, the first Neobank in the Philippines launched a campaign that encouraged Filipinos to start saving by availing of the bank’s killer offers.

Tell the jury about the illustration.

#SaveYourselfTheHorror may on the surface appear to be joining the Halloween revelry by featuring some of the most fearsome characters of all time. But the series of social posts played up the horrors of not choosing the right bank to save your hard-earned money. In keeping with the neobank’s fun and disruptive personality, we decided to go old-school. We digitized analogue techniques to craft horror film posters reminiscent of hand-painted movie billboards that were very popular in the country in the 80s and 90s, and turned them into cinemagraphs shared on social media. The nostalgic feel resonated with our target. The campaign reaped thrilling results and succeeded in creating awareness for Tonik Time Deposit’s 6% interest rate per annum, the highest in the country. And most importantly, it helped in making Filipinos realize that the scariest thing on Halloween (or any day of the year) is running out of savings