Emirates NBD had lost touch with the UAE locals. Perceived as the expat bank, they wanted to reconnect with the Emirati population by doing something meaningful for UAE National Day. Our challenge was to do this without neglecting the huge expat population in the country. The account lived online and we used the participatory power of social media, to compel people to make their deposits in the form of posts, tweets, stories, videos and comments using #TheNationsAccount. No deposit was too big or too small, it was a celebration of the collective actions that make our society richer.