In 2020, the small business banking market, which was dominated by large or specialised banks, Raiffeisenbank faced the ambitious task of significantly growing its customer base. To attract clients, competitors typically used price and promotional offers. We chose a different path – to find the main stresses and fears in the lives of entrepreneurs and make their lives and communication with the bank easier. We launched a long-term platform called Combating Stress. Every year we came out with a new product that responded to the audience's pain. And to promote it, we developed a 'cinematic' creative framework, where each product was assigned a matching genre. This unconventional solution has brought steady growth in our client base over all three years.