In a country that is one of the worst saving nations in the world, we needed a compelling piece to change people’s financial behaviour.

It’s easy to blame money itself when things aren’t going well financially, however, money is neutral. It all depends on how you treat it. So in our ad, we wanted to demonstrate money’s neutrality. We decided to follow one banknote through a fictitious, nondescript city and see what it can do, both positive and negative.

By exposing people to the different sides of money, we draw the conclusion that it is up to you to decide what becomes of your money.