M+C Saatchi Middle East and Wio Bank launch ‘Wio Family’ — The UAE’s first shared banking experience for families
We partnered with Wio Bank to launch Wio Family, the UAE’s first fully shared banking experience, brought to life through a campaign created with real families across the nation.
Featuring honest conversations about money, the campaign reflects the simple truth behind Wio Family: finances aren’t individual, they’re shared, social, and shaped by the people we live with. Because with Wio Family, banking now runs in the family.
Our campaign showcased how Wio Family brings every member of a household into one connected financial space, empowering families to make better decisions, form healthier habits, and reach collective goals together. From couples and multi-generational homes to kids learning early money skills, we highlighted a banking experience designed for every family.
The result is a launch that feels human, relatable, and culturally resonant, aligning with the UAE’s upcoming Year of Family and marking the start of a movement to rethink how families save, spend, and grow together.
