UB had a relaunch campaign in year 2020, and awareness of the app has been growing. However, in 2021, a lot of Filipino consumers still wouldn’t see the merit of switching to UB. They still chose to stick with their problematic bank apps and simply endured the pains and hassles.

So for this year’s campaign, UB wanted to acquire the next generation of clients, by challenging the Filipinos’ mindset and changing their behavior towards banking apps. UB aimed to create more impact to the consumers by engaging them and converting that engagement into business.

To bring banking hell to life, the film veered away from the usual depiction of hell with fires and beasts. In this film, banking hell was created in an abandoned building. Each section was designed to represent a banking pain. To dramatize hassle requirements, the scene had people drowning in a pool of papers. Depicting fund transfer fees was a long queue where people gave a little extra, like money out of an unusually placed back pocket. To show biller enrollment, people were trapped inside phones as they hold their bill statements.

The demons were humanistic in features, with subtle touches like heavy eyeliner. To represent old banking, they wore teller-like clothing.

Overall, the design amplified the feeling of suffering. With the art direction and production design, traditional banking pains were dramatized in a way that made viewers see themselves and want to get out of that miserable place.