Only 1/3rd of residents in the United Arab Emirates (UAE) save for retirement.

With the rising costs of living and raising a family, retirement planning is no longer a priority.

Living fast-paced lives in cities such as Dubai and Abu Dhabi, people tend to focus on their immediate needs and their children’s future, forgetting their own. While they focus on succeeding in life at work, they often forget about life after work.


Emirates NBD is a leading banking brand in the UAE and in the Middle East. And wanted to promote the importance of retirement plans in one’s financial portfolio as a means of securing a more fulfilling financial future. So, the bank invited unsuspecting people to press the pause button on their today and imagine their own future, as if that future was right there in front of them…