As a pioneering neo bank, Maya Bank, Inc. is transforming how money works for Filipino consumers and MSMEs, through innovative and relevant financial services, including savings, deposits, and credit via Maya.
Dentsu Creative showed why Maya is a better, bolder bank in a three and a half minutes of manic movie mayhem
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The Challenge
Slow. Intimidating. Old-fashioned. Filipinos are deeply unsatisfied with traditional banks that make them feel small. Dated policies like maintaining balances, low interest rates, and mandatory branch visits make banking so restrictive. Maya wants to change all that by making access to banking and other financial services easy, when other banks make it so hard.
The Solution
To get cut-through, Dentsu Creative Philippines had to make an extraordinary creative statement. To do this, they had to recruit the most bankable Filipino Hollywood stars in Liza Soberano and Dolly de Leon to give an all-star performance in their most audacious film to date, breaking conventions (just like Maya).
The Results
This short film challenged traditional banking norms, defied standard platform practices, and redefined expectations for the duration of a bank advertisement. As a result, it achieved the best performance of any campaign in the financial services category this year.
Innovating to Impact
The collaboration between Dentsu Creative Philippines and Maya Bank boosted the latter's visibility and showcased its innovative digital banking solutions. The campaign enhanced brand visibility, demonstrated Dentsu Creative's narrative skills, and helped Maya Bank attract and retain customers. It promoted financial inclusion
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