Banks love pretending to talk about you, when they're actually talking about themselves. You know, "we're your bank", "you can trust us", that kind of thing.

UBB, Bulgaria's largest bank, has always been about the people it serves.

That’s why, when it came time to set up their new creative platform, we decided to skip the bank lingo and instead tell a story about...a Koi fish. A fish that swims against the tide and follows the paths to the top, no matter the odds. 

Because, if a little fish can do it... what's stopping you? 

That's the message we wanted everyone to remember, despite the challenges the world throws at us daily. 

We supported the TV and digital video cuts with encouraging OOH and digital activations, reminding everyone what we already knew deep down: you can.

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