Banque Islamique had decided to promote its IJARA product, a halal leasing facility specially designed for SMEs and SMIs, enabling them to finance equipment for professional use, in line with the principles of Islamic finance. It was necessary to conceptualize an ATL campaign aimed at these targets in particular, which could share the details and benefits of the offer in a clear and straightforward way.
To illustrate how entrepreneurs can make their ambitions tangible and meet the real needs of their businesses, a series of visuals combining illustration and photography were designed. The idea was to attract the attention of the targets and highlight both their growth ambitions and the materials they could acquire, enabling them to project themselves easily and grasp the benefits of IJARA financing.
