We were always told that family gives us strength. Discount Bank was the first bank in Israel to take the power of family and transfer it to the banking system, by turning families into a financial group entitled to unique custom-made benefits.

As part of its family-centered strategy, Discount bank's objective was to encourage families to join the bank's "Family Accounts" and enjoy the power of family.

We decided to prove scientifically that family truly gives us strength.

We launched a digital campaign based on an experiment: we invited real Israeli dads into an empty room and asked them to lift weights gradually until they reach a certain weight they can no longer lift.

Than we invited their families in, and asked the dads to try and lift the weight they were not able to lift earlier. With their families right behind them, all the dads completed the mission successfully