Muse Creative Awards | International Advertising Awards

United Kingdom

2018

The Rise of the Robots in Banking

Entrant Company

Hookson

Category

VIDEO

Client Name

GLORY

Sub-Category

Banking

As a global leader in banking automation, Glory has closely witnessed the advance of technology in banking which is leading us towards a future where human interaction is replaced entirely by robots and digital solutions. This has led Glory to question, through this online film, whether the rise of robots is unstoppable? Is this the future of banking that we want or is there a better way? Our film paints a picture of a dystopian world where the convenience of banking automation may come at a grave cost in terms of privacy and a loss of human relationships. We chose to tell the story from the point of view of the robots themselves. The idea was to present the film as a TV commercial from Minerva - the entity that introduced robots into banking. A flagship commercial celebrating the culmination of a decade of industry disruption, we wanted this film to be slick, smooth and loaded with arresting images – footage of ‘how we used to bank’ juxtaposed with shiny abstracts and hi-tec imagery. By using clinical, commercial, passive-aggressive language and phrasing, we describe the alarming, human-free nature of banking - and showcase a compelling picture of a dystopian banking future. This is essentially a horror movie for the audience – something to jar them.

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