Responses by Jekyll & Hyde
Background: UniCredit Bank has a brand new product, the Work&Travel business card for CEO and business owners. The card can be used to pay all business costs and expenses and accrue “miles” in return, and all the accrued miles can subsequently be exchanged for air tickets. Ultimately, you can travel all over the world and your own business expenses pay for it.
Reasoning: We used business expense diagrams as the key visual image. However, if the diagrams in the print ads are turned upside down, they will turn into silhouettes of famous world cities like Dubai, London and Moscow. That is the reverse side of the business card, the opportunity for cardholders to travel, thanks to their own business expenses.
Challenges: Finding the most popular business travel destinations and then crafting suitable silhouettes of those cities that could be transformed into business expense diagrams.
Favorite details: The silhouette of Dubai looks like a real diagram. So, it can be said that this image reflected the idea of the print ads more clearly than the others.
Anything new: We learned that if you turn over the silhouette of Moscow, some people would mix up it with New York.
Alternative approach: We might have chosen other cities for the print ads; for example, like New York, Tokyo or Beijing.