NOT YOUR BANK
THE ASSOCIATION OF BANKS: Anti-Fraud Campaign
Campaign Concept / Art Direction
EXPOSITION
The Association of Banks in Israel educates the public on financial safety, but that mission faces a constant threat: fraud. Every day, thousands are targeted by scam calls and texts asking for account details, codes and credit cards. The messages look official and sound urgent, wearing the exact name people are trained to trust.
PLOT TWIST
But a real bank never asks. The very thing that makes the scam work, its imitation of your bank, is what gives it away, because your bank already has your details and would never call to collect them. So we turned the request itself into the alarm: the moment someone asks, that's your proof it isn't the bank.
ACTION
Under the line "Not Your Bank," we built a digital campaign and visual language to trigger that second thought fast. The message was kept blunt and repeatable: if you're asked for your account information by phone or text, don't fall for it, it's a trap. Simple enough to stop you in the half-second before you tap.
LANDING PAGE
