National Bonds / UAEFilm
Mom, I Made It.
For its education savings plan, UAE savings company National Bonds skipped the promise and showed the payoff: an astronaut back from his first mission whispering 'Mom, I made it.'
- Brand
- National Bonds
- Market
- UAE
- Region
- GCC
The challenge
Savings plans for children's education usually sell a distant, abstract future. National Bonds wanted parents to feel what that saving makes possible.
The idea
The in-house team sold the result rather than the plan. The work for My Education Plan opens on an astronaut who has just completed his first mission, looking down at Earth and thinking of home, and thanks the parents who made the dream possible. Cold tones and quiet light keep it understated.
Case study source: Ads of the World Source ↗
Awards
- MUSE Creative Awards 2026Advertising - Advertising CampaignGold
Credits
- Creative agency
- National Bonds
- Group Executive Director, Brand & Customer Engagement, National Bonds
- Marwan El Halabi
- Creative Director, National Bonds
- Milad Issa
- Creative Manager, National Bonds
- Hind Iskandar
- Senior Arabic Copywriter, National Bonds
- Mohamed Tharwat
- Designer, National Bonds
- Ye Thway Htet
