We created the first web series in the middle east produced by a bank.

Whereby the millennials who are the main characters of the story were asked to write, direct and act in the series.

Café-El-Hay is a Lebanese 6-part web-series, about the bond between a group of millennial friends who overcome obstacles together with the aid of their diverse potential and Bank Audi’s digital solutions.

The story follows our hero Jad who, with his grandfather, manages a neighborhood café in Beirut. Jad is surrounded by his close and loyal friends. The Café for them is more than a just a meeting point, it holds a legacy of Beirut’s glory days. They constantly aim at growing the potential of the Café through ideas that represent their generation.

The ambitions of our young crew are disrupted by an eviction order orchestrated by the land owner, and a mysterious business woman.

The millennials do not believe in wasting time of their busy schedules to go to the branch nor do they trust a bank to ever know how to communicate to them. They see banks, as well as traditional means of advertising, as belonging to a bygone era.

This is why, to reach out audience, we need to act as an entertainment platform and no longer as a bank. We didn’t simply want for them to contribute to the campaign we wanted them to become co-creators of a platform that truly represents them.

The bank’s digital solutions would be an integral part of the storytelling as opposed to being a branded piece of content.

Hence, we provided a stage for the youth to write/direct/and act in the first ever web-series produced by a bank in the Middle East.