Case 03 / 09 · Inclusive banking · 360° campaign
Birbank
Banking Without Barriers
Overview
Birbank introduced an accessible banking service for Deaf and hard-of-hearing customers. My team and I presented a 360-degree marketing strategy to communicate the service — and its message of inclusion. The campaign attracted considerable public attention in Azerbaijan.
Concept & approach
Inclusion shouldn’t be explained — it should be felt. The creative direction focused on understanding, accessibility, empathy and human connection, speaking in sign language first: poetry performed in sign, and live music interpreted in sign.
My responsibilities
- 01360-degree marketing strategy, presented with my team
- 02Creative direction built on empathy and human connection
- 03Sign-language poetry concept
- 04Music interpreted in sign language
Highlights
Sign-language poetry
The Language of Understanding
In Azerbaijani, we say: “I understand you.” In sign language, we say:
“Even when you are silent, I hear your voice.”
“I see what you wish for.”
“Your silence has a language of its own.”
“When there is a desire to connect, hearts find a way.”
“One gesture is enough to understand.”
“One glance is enough to speak.”
Birbank understands you.
A simple spoken phrase set against the deeper message carried by sign language — performed by a female influencer.
The films
4 videosThe campaign video introducing Birbank’s accessible banking service for Deaf and hard-of-hearing customers.
A female influencer performs a poetic message in sign language, contrasting a simple spoken phrase with the deeper meaning carried by sign.
A live concert performance with sign-language interpretation — part of the broader message of making shared experiences inclusive.
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