Capital Bank / Jordan / 2024Design & Packaging
Notes on Notes.
Jordanians write wishes on banknotes. Capital Bank turned that habit into print ads for its housing, personal and car loans: stop writing the dream on a note and finance it.
- Brand
- Capital Bank
- Agency
- AdPro&
- Market
- Jordan
- Region
- MENA
- Year
- 2024
The challenge
The entry says 92% of Jordanians earn less than JD1,200 a month, so loans are how many reach big life goals. Capital Bank wanted to promote its rates on housing, personal and car loans.
The idea
AdPro& and IMPACT BBDO built the campaign on banknotes carrying people's handwritten wishes, turning a familiar local habit into a call to act on them with the bank's financing.
Results
- Loan inquiries to the call centre up 11% and website traffic up 23%, according to the Dubai Lynx entry
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Cannes Lions 2025Print & Publishing – D04 SOCIAL BEHAVIOURSilver
- Dubai Lynx 2025Print & Publishing – Social Behaviour & Cultural InsightBronze
Credits
- Creative agency
- IMPACT BBDO Dubai
- Creative agency and media placement
- AdPro&
- Production
- Fraise Studio
- Group Chief Marketing Officer, Capital Bank of Jordan
- Touleen Barto
- Director of Marketing Communications, Capital Bank of Jordan
- Leen Abu-Samra
- Creative Director, Adpro&
- Rami Qaddoumi
- Senior Art Director, Adpro&
- Mohammad Al-Nazer
- Head of Copy, Adpro Communications
- Nicola Mukarker
- Art Director, Adpro&
- Malek Smadi
- Ideation, Adpro&
- Anas Makkawi
- Ideation, Adpro&
- Anas Adeili
- Chief Creative Officer, Impact BBDO
- Ali Rez
- Group Head of Accounts, Adpro&
- Mustafa Sabri
- Senior Account Manager, Adpro&
- Ranim Sahouri
- Senior Account Executive, Adpro&
- Adam Yacoub
- Head of Strategy, Adpro&
- Rizek Jildeh