The Savings Summit

Creative idea

The idea was simple and slightly provocative: If a human can ski down Mount Everest, you can save money. We reframed saving as a personal expedition, inspired by Andrzej Bargiel’s philosophy: decide, plan, execute. Instead of telling people to save, we let them experience what it takes to achieve something extraordinary. Through immersive storytelling and AR, users followed the same mental journey: uncertainty, discipline, persistence. The breakthrough came from merging two worlds rarely connected: extreme mountaineering and personal finance. The campaign transcended sponsorship by turning a real-life achievement into an interactive behavioural model.

Brand name: BNP PARIBAS
Advertiser / client: BNP PARIBAS
Product / service: GOdreams Save Products
Campaign name: BNP Paribas
Agency network: Leo Constellation
Agency: Publicis Warsaw / Warsaw
Digital agency: Publicis Warsaw
Production company: Publicis Warsaw
Web address: https://lp.bnpparibas.pl/naeverest/
Agency chief executive officer: Dagmara Gadomska
Chief creative officer: Dagmara Witek-Kuśmider
Executive creative director: Tomasz Ziemiański
Creative director: Krzysztof Grudzinski
Art director: Stanisław Kozioł
Copywriter: Jacek Jędrasik
Managing director: Agata Karolak-Maj
Strategic planner / strategist: Justyna Pyzik
Agency producer: Cezary Szostek
Digital production: Publicis Warsaw
Digital strategist: Jerzy Kurczak
Additional company: Dariusz Maciołek / Bank BNP Paribas Polska, CMO&CXO, ibas Polska, Social Manager, Daniel Miętus / Bank BNP Paribas Polska, Brand Manager, Agnieszka Konarzewska / Bank BNP Paribas Polska, Dyrektorka Departamentu Komunikacji Marketingowej, Błażej Kobus / Bank BNP Paribas Polska, Head of Social Media Team