This Bank’s Mortgage Folder Turns Into Something You Can Actually Use on Move-in Day

A Slovakian agency brings utility to an overlooked piece of branding

The SmartFolder transforms from holding your mortgage to helping you move. - Credit by MUW Saatchi & Saatchi
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The only thing that could potentially overshadow the joy of acquiring a new home is the actual act of moving.

New beginnings are great, of course, but the need to find boxes, pack up your entire existence and trudge to the new place is just so cumbersome. Short of sending a person to pack up and move for you, there isn’t much that companies can do to make moving less hellish.

However, there is one bank in Slovakia that is gifting new homeowners with something that’ll hopefully eliminate some of the headache, and they needn’t look any further than the folder containing their mortgage documents.

Slovakian creative agency MUW Saatchi & Saatchi formulated the SmartFolder for CSOB Bank, one of the biggest financial institutions in the country. At first glance, the folder just looks like an unassuming office accessory to store an important document. However, with just a little effort, the SmartFolder actually morphs into a 100% portable moving box. And when you’re in the throes of consolidating all of your belongings, boxes quickly become a hot commodity.

“Instead of just putting the client’s logo on a folder, we set out to search for insight. And it’s
pretty clear in this case: if you are taking a mortgage, soon you’ll be moving,” says Jaroslav Vigh, creative director at MUW Saatchi & Saatchi. “SmartFolder is a proof that even from a classic and unimpressive media such as a document folder, a creative attraction that helps customers can be made.”

Convenience aside, the SmartFolder is as green as it gets: Not only is it foldable and reusable, it’s 100% biodegradable. The innovation is already receiving award recognition and is preparing to compete internationally with its creative design.

Now if they could only fashion something that does the packing for us.


Client: ČSOB Bank
Agency: MUW Saatchi & Saatchi
Production Company: FANTOMAS Production
Printing Company: i+i print
Creative Director: Jaroslav Vígh
Art Director: Ivan Tichý
Copywriters: Dajana Székelyová, Jaroslav Vígh
Strategists: Klaudia Linkeschová, Patrícia Reichlová
Unit Director: Anna Dzurjaníková
Head Account Manager: Anh Doan
DOP: Róbert Revák

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Shannon Miller is a writer, podcast creator and contributor to Adweek.
Publish date: August 15, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT