I have to admit that this is the weirdest campaign I have ever seen in my life. To transform a bank image from one of the strongest banks in the world to a kindergarten!! Phase 3 of this campaign was the fatal shot,

Phase 1- The rings (I can hardly notice that they are 5!)

Phase 2- The bubbles (where we can see different construction oriented stock images graphically treated like what the RJ have done where the massage still not clear)

Phase 3- The kindergarten (transforming the bank image to a western kindergarten)

Phase 4- Hopefully no more phases left

Apparently Xpress up to create new image for their daily ads, the infinity concept is good but i am really against the art direction, the templte is killing the logo and the mouth is shut! + the ears look weird, simply they sacrificed the visual to get the concept! it could have been 2 mouths next to each other but not the crossing lips!! its forced and not appealing at all, good luck next time

lets forget about the bad art direction and the ugly purple sky and lets talk about the concept or the main massage because i really think that they are lost some where + why’s the focus on the airplane!