HABIBMETRO 75 Years
A 75-year legacy, turned into a national moment
/ Overview
HABIBMETRO has a profound legacy in Pakistan — but there was little association with its competing brands. Pakistanis and Pakistan have journeyed in parallel through hardship and success for 75+ years — and so has the bank. We created a sense of pride around the landmark of 75 years, celebrating HABIBMETRO's role as Pakistan's bank across film, social and digital — without borrowing credibility it hadn't earned.
Get a free audit/ Project Details
Client: HABIBMETRO Bank
Industry: Banking & Financial Services
Scope: Integrated 360° campaign — strategy, film, social, digital & media
Year: 2022
Link: All case studies
/ The challenge
HABIBMETRO has a profound legacy in Pakistan — but there was little association with its competing brands. We created a sense of pride around the landmark of 75 years, celebrating HABIBMETRO's role as Pakistan's bank across film, social and digital — without borrowing credibility it hadn't earned.
/ What stood in the way
Low brand association
Despite a 75-year history, the brand had little distinct association in a crowded banking market.
A story every Pakistani shares
The insight: the country and its people have journeyed in parallel — everyone has a legacy of their own.
Pride without pretense
Position the bank as Pakistan's bank —celebrating 75 years of shared history, honestly.
/ The solution
One connected system — insight, creative, media and measurement. 51,052,783 campaign impressions · 27,098,114 total reach · 10,023,138 engagements
/ What we delivered
A film of the nation's journey
A moving rollercoaster through the years — hardship and success — mirroring the lives of the audience.
Social-led rollout
Convergence planning across 50+ touchpoints, timed around the national milestone.
Always-on listening
Sentiment and engagement monitored daily to steer creative in real time.
