In this campaign, we build on the simple visual mnemonic of the 2.02% rate by showing how it transcends boundaries of age, gender, ethnicity, and religion. The idea is to demonstrate that the highest savings rate in the country unites people from all walks of life. By portraying a rich cross-section of Singapore's population, we highlight how everyone, regardless of background, is drawn to the appeal of a great rate. The characters are instantly recognizable, and the situations are visually impactful, ensuring the message resonates on a personal level with a diverse audience. Ultimately, it shows that when it comes to saving, everyone loves a great deal.