Outdoor ad: Capital Bank: Case Study: Notes on Notes

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Jordanians have a unique habit: they write their wishes on money notes, hoping their dreams will multiply as the notes circulate. From “I’ll buy the car of my dreams” to “This is for my new home,” these scribbles are small acts of manifestation.

We transformed this cultural ritual into striking print work by recreating these handwritten wishes across bold layouts that mirrored real currency. Each execution felt intimate and authentic, like holding someone else’s dream in your hands, yet carried a powerful twist: why wish and wait when Capital Bank’s competitive loans can make it real today?

By grounding the creative in a behavior that only exists in Jordan, the campaign proved that traditional print, when fueled by deep cultural insight, can still move people from hope to action.