Publicis Drum Award briefing Publicis Drum Award is a challenge of gaining and sharing professional experience in live competition for all young creative minds with agency working experience.

2. Hello

3. We are a large Slovenian
financial institution

4. You can call us
Future Bank

5. We want to sell a mortgage
plan to young Slovenians

6. You know, credit for flats

7. Because it is a huge business
opportunity for us

8. EU-27
Slovenia
67,9%
46%
Share of young adults aged 18
-34 living with their parents (%)
Source: Eurostat calculations based on EU-SILC
database

9. Share of young adults aged 18-34
living with their parents – by
gender (%)
74,8%
Source: Eurostat calculations based on EU-SILC
database
EU-27
(men)
51,6%
Slovenia
(men)

10. 3 out of 4 men
aged 18-34 in
Slovenia live
with their
parents
Source: Eurostat calculations based on EU-SILC
database

11. Leaving the parental nest,
getting married and having
children: there’s no hurry
Leave their parents
house at the age of 29
First marriage at 31,2
Leave their parents
house at the age of 31
First marriage at 34

12. So far
so good

13. Except for one bothering detail

14. Why are they really prolonging their
stay at their parent’s house?

15. We cannot blame everything on the
crisis…
…the issue was present even
before it started in 2009.

16. It’s a tangle of reasons related
to education, upbringing,
mindset, infrastructre and …
even to their mothers

17. Mothers are not helping us…
AMERICAN MOTHER SLOVENIAN MOTHER
Enjoying her life, travelling,
chatting with her friends…
Children invites her on dinner…
Admiring her independent
children…
Playing with grandchildren when
she wants…
Taking care of her son's family…
Babysitting her grandchildren…
Cooking everyday meals for the whole
family…
Worrying how they will manage without
her…
vs.

18. ... and the big houses either
The highest % of
residential houses in
Europe.
of people live in house.
Generation cohabitation: well known
trend in Slovenia, that all generations
live together under the same roof.
69%

19. It sounds scary but they do not
dream about moving out

20. Freedom?
No obligations
No responsibilities
Travelling, sports, drinking, fun…
VS
It`s their state of mind…

21. It`s their comfort zone
It is clear to Slovenian youth
that they will never achieve
the standard of their
parents, so they go
faithfully along the line of
least resistance and do not
set up as a independent
people.
Am I going to live
under the bridge,
if mom does not
have money to
buy me a house?
(Žan, 29)

22. It’s their limited aspirations
Are Slovenian dreams really just “living
together with my wife at her parent’s
attic, earning together 2000€ per month,
having trailer at Croatian island Krk and
being drunk at skiing in the Dolomites?“
(from the movie Trip, by Nejc Gazvoda)

23. How can we change their
attitude and motivate them to
move out* ?
* Thanks to our mortgage plan

24. A few insights starters …

25. What means staying with
your parents at the age of
30?

26. It’s trading your freedom
for comfort and safety

27. It’s thinking small and getting
satisfied with average

28. It’s not being fully in
charge and independent

29. It’s not
realising your
full potential

30. It’s not exploiting the most
intensive and inspiring time
of your life

31. It’s not knowing what you
are capable of

32. It’s the old people game -
the fear of failure

33. Doing so means that you are
already old at the age of 30

34. Now is the time to take the
fate in your hands!

35. So, why spending the best
time of your life with your
parents?

36. Lack of
money is
not the
issue

37. Future Bank is
proudly
introducing its
new mortgage
plan for all
young people
willing to be in
charge of their
lifes.

38. We want to pick up
your brains!

39. THE TASK
An idea presented in a written paragraph.
Different executions in at least 3 channels.
Filled with energy, enthusiasm and creativity!

41. Living with parents
is like safe sex. It’s
alright. But those
who tried it without
will tell you that it’s
a whole lot different
experience.