Challenge
Define BPI’s social media concept, strategy, and communication approach.

Creative approach
Anxiety today often stems from two main sources: financial uncertainty and concern for the planet’s future. When making decisions, we tend to avoid thinking long-term because it feels overwhelming. So we choose immediate comfort over future stability, like opting for a 50€ dinner instead of saving or investing it.

The proposal brings the future into the present, where decisions actually happen. Instead of reinforcing anxiety, the communication focuses on proximity, clarity, and everyday relevance. It shows that planning ahead isn’t distant or abstract, but something that fits naturally into daily life.