Some love the torture

When it comes to banking, painful processes (long lines, fees, thousands of conditions etc.) have almost become status quo. Some people even think that it has to be part of the process in order to be “credible”.

We decided to bring this to life in a set of print ads for CIMB Bank. We used visual metaphors to depict old-school bank practices (that people seem to like subjecting themselves to) as creepy masochistic acts, making CIMB the smarter alternative.