Making dreams come true

Rockets. Growth R&D and Electric Sheep Film created commercials for PrivatBank to change Ukrainians’ attitudes towards cash loans. The videos demonstrate that a cash loan doesn’t necessarily have to be a lifeline but can also be a driving force for fundamental changes in life.

Due to uncertainty about the future, people postpone decisions on taking loans «for better times»: we’re more likely to choose self-limitation than to take a loan from a bank. This led to the perception that loans are only taken in cases of «acute» necessity.

This problem is not about the attitude towards credit but about the attitude towards life. It’s part of Ukrainian culture and mentality, and it’s hard to influence. Thus, solving such problems is only possible for brands on the scale of PrivatBank.

Therefore, PrivatBank decided to move cash loans out of the «last resort» category and present them as a tool for personal upgrade. For this, we chose the 3 most typical situations where money is needed here and now, but the impact is long-term:
— Home renovation
— Education
— Increasing the energy efficiency of homes

Unlike competitors, we chose not a humorous but an intelligent tone of voice. One that «believes in you», inspiring and optimistic. With it, we started an important conversation about the benefits of loans. Loans that improve your life.

We decided to urge people not to put off life for later. But to act right now and realize their dreams.

The commercials literally demonstrate that a cash loan sets the pace for both changes and your life. By taking a cash loan from PrivatBank, you’re making your life better right now.