Let your money say botimmm

A brand film built on the idea that sending money is a way of showing care rather than a transaction, aimed at expatriate remitters in the UAE. A hand gesture that turns the money sign into a heart carries the idea, and a drawn-out 'botimmm' closes each scene. Rolled out in phases across social, media, in-app and out-of-home in every Emirate.

The brief

Expatriates in the UAE who send money home, for whom a transfer is a way of caring for family.

The idea

Botim's film uses a hand gesture turning a money sign into a heart and ends each scene on a drawn-out 'botimmm', released in stages on social, in-app and outdoor across all emirates.

What to borrow

Giving a payment app a gesture and a sound people can copy turns a transaction into a recognisable brand signal.

Brand	Botim
Agency	TBWA\RAAD
Talent	Not named
Channels	digital, social, OOH
Source	Campaign Middle East