THE PROBLEM

South Africans are amongst the worst savers in the world, even more worryingly, 94% of them cannot afford to retire comfortably.

THE INSIGHT

Worldwide, life expectancy is increasing. This means retirees will need even more money than they think, and even those that can retire 'comfortably' may outlive their savings.

THE IDEA

As the bank whose purpose is to use their financial expertise to do good, we wanted to warn our target market, help change their savings behaviour and increase consideration of Nedbank during Savings Month in July. But with South Africans ignoring the plethora of same-same messages from banks, we had to be provocative. With cigarette advertising banned 24 years ago, we knew a bank print ad showcasing a cigarette and a headline that encourages smoking would be guaranteed to stand out, as well as create enough intrigue to read our important message and impart a feeling of