Gulnar Rahimzade - Cashless

Cashless

Role: Art Direction, Graphic Design, Poster Design

The coronavirus pandemic is the main threat to humanity nowadays; it changed people's lives and forced them to change their habits. Given the prevailing situation, health authorities, including the World Health Organization, recommended avoiding using cash in favor of contactless payment methods. Since paper money is often the cause of the spread of diseases, including the coronavirus, which can live on paper for several days. Early in 2020, our team kickstarted a project spreading awareness about the issue.

Our campaign aimed to highlight the health benefits of digital payments. We created a series of digital posters for Rabitabank, illustrating famous politicians depicted on the world banknotes wearing medical masks to create an immediate visual association between the spread of the virus and the use of cash. The campaign’s tagline, 'Make your payments non-cash,' effectively complemented the indirect message of the key visuals.

We selected the most widely used currencies worldwide for each visual: the US Dollar, British Pound Sterling, and Japanese Yen. To give our posters a look similar to banknotes, we used a special 'guilloché' pattern, commonly seen on currency. By adding realistic medical masks to the banknotes, we completed the visual concept.

Even though the campaign was conceived at the local level, it quickly went viral, achieving global reach. The campaign appeared on the key international portals about advertising and marketing, highlighting the importance of cashless payment. We are proud to say that this project won several awards at Kyiv International Advertising Festival and got shortlisted at "White Square" International Advertising and Marketing Festival.