Home Credit Bank - Re-Launching Debit Card

Whilst working on the 2018 HCB campaign, I was given the opportunity to design their new credit card, which they wanted the feel and look to represented ‘celebration and achievement’. This chosen design was achieved by setting up a camera and lighting, then shaking up bottles of Prosecco capturing their spray. The card went on to win the award for ‘Best Premium Card Design’ at the Regional Visa Forum Awards (Russia).

The campaign: This product struggled to gain traction in a competitive market dominated by established state-owned banks and high-spending independents. To address this, the card was revamped with an appealing new offer: up to 10% cashback on purchases and 7% interest on balances. This compelling value proposition inspired our creative concept, "No, I'll Pay."

A playful twist on the classic Spartacus story, the idea turns the typical restaurant scene of reluctance to pay on its head. In the commercial, a group of diners eagerly fights to be the first to settle the bill. Each one waves their Home Credit card as they race after the waiter down the street. The real reason for their enthusiasm becomes clear: whoever pays gets 10% cashback. But in the final twist, we return to the restaurant where one diner calmly sips his coffee, having figured out that by not paying, he earns 7% interest for doing nothing.

The campaign extended across print, outdoor, and digital media, successfully reinvigorating interest in the product among the target audience.