Problem to solve:
Estonians know they should save and invest, yet most postpone taking the first step.

Instead of lacking money, the real barrier is a familiar pattern of excuses: “after summer,” “after the holidays,” “after my raise,” “tomorrow…”

SEB wanted to help people rethink this behaviour and nudge them from procrastination to action, using a message that felt culturally sharp, self-aware, and unmistakably SEB.

Solution:
We built a campaign around the line “Enim kasutatud kääne eesti keeles on ettekääne” ("The most common grammatical case in Estonian is the excuse case").

To bring it to life, we created a 12-piece outdoor narrative, where each ad column displayed one common delaying phrase: “pärast puhkust,” “pärast aastavahetust,” “pärast palgatõusu,” “homme,” etc. ("after the holidays", "after NYE", "after my raise", "tomorrow").

As people walked and drove past the row, the excuses accumulated visually and emotionally, culminating in the final decisive message:
“Alusta kogumist ja investeerimist juba täna.” (“Start saving and investing today.”)

This sequential format turned everyday excuses into a physical wall of procrastination – and empowered people to overcome it.

Impact:
The campaign resonated because it held up an honest mirror to a national habit, while remaining gentle, humorous, and instantly recognisable.

The long-format outdoor installation captured attention, sparked social sharing, and delivered a simple realisation for many: I have excuses… until I don’t.

SEB strengthened its role as a bank for better decisions, and its Savings-Investments-Pensions division saw increased interest in savings and investment products during the campaign period.


Client: SEB Pank
Creative Strategist: Magnus Lužkov
Creative Director: Kaarle Olav Varkki, Hele-Mai Viiksaar, Magnus Lužkov, Maicken-Ninel Raska
Art Director: Heigo Heinleht, Rele Liiv
Project Lead: Maicken-Ninel Raska
Media Partner: Havas Estonia