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 (www.emiratesnbd.com) 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… Check out the unexpected and priceless experience in the video. To generate conversations around the topic of retirement, the bank is also inviting viewers to a nationwide movement around the topic. When people get married, they take wedding vows for their future together. Planning for retirement has that same sentiment of planning a future together. Wedding vows are given a lot of importance, because they are more than just words. They are promises and commitments made by the couple for their future together. So, the campaign is also encouraging people to share their vows for life after work with a hashtag #RetirementVows.