Campaign Middle East - - CONTENTS -

As Citibank pushes to take cus­tomers from its brick-and-mor­tar branches to its time-ef­fi­cient on­line plat­forms, Dubai-based cre­ative agency Hori­zon FCB launched a branded con­tent video for the UAE and Bahrain mar­kets, ti­tled ‘Value of Time’. A so­cial ex­per­i­ment that uses real peo­ple, the video sees par­tic­i­pants re­alise that be­tween work, er­rands, com­mutes and other daily obli­ga­tions, they only spend a frac­tion of their time with their loved ones. Bring­ing to life this sim­ple yet im­pact­ful truth, the emo­tional video pushes view­ers to eval­u­ate the value of their time and to use it wisely with Citibank.

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