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SANTANDER, tradition becomes credential for innovation
Credits
Agency Network: McCann Worldgroup
Production Company: Producciones Oxigeno, Barcelona
Advertiser / Brand: SANTANDER BANK, Madrid
Entrant Company: MRM//McCann, Madrid
Planner: Gabriela Conci / MRM//McCann
Planner: Sofía Santana / MRM//McCann
Musi: Josep Villagut / Freelance
Cinematographer: Alex Catalán / Freelance
Actress: Barbara Goenaga / Freelance
Actor: Will Shepard / Freelance
Actor: Miquel Fernández / Freelance
Lead Actress: Adriana Ugarte / Freelance
Director: Kike Maillo / Freelance
Planning Director: Raquel Espantaleón / McCann Worldgroup
Producer: Sara Muñoz / Freelance
Content Manager: Sergio Ramírez / Santander Bank
Brand and Advertising Director: Marina Peña Caballero / Santander Bank
Head of Digital Marketing: Elena Alti / Santander Bank
Account Executive: Rubén Mateos / MRM//McCann
Account Executive: Helena García / MRM//McCann
Account Supervisor: María Cosmen / MRM//McCann
Client Services Director: Germán Fritzsch / McCann Worldgroup
Brand Manager: Jorge de Federico / McCann Worldgroup
Creative Director: Lee Tan / MRM//McCann
Creative: Dani Requena / MRM//McCann
Creative: Sergio Villarrubia / MRM//McCann
Creative: Yerai Gómez / MRM//McCann
Creative: Rubén Sánchez / MRM//McCann
Creative: Marcos Martínez / MRM//McCann
Head of Art: Rafa Merino / MRM//McCann
Executive Creative Director: Jesus Revuelta / MRM//McCann
Chief Creative Officer: Miguel Bemfica / MRM//McCann
Watch
Watch
🏅 Beyond Money - Grand Prix Entertainment Cannes Lions 2017
🏅 Beyond Money - Gold Clio Awards 2017
🏅 Beyond Money - Gold One Show 2017
CHALLENGE: Santander, one of Spain's most traditional bank, sought to resonate with millennials, a generation deeply affected by Europe's economic crisis and disillusioned with banks.
SOLUTION: through consumer immersion it was discovered that millennials valued more life experiences over just having money. Based on this insight the bank launched "Beyond Money," a dystopian short film that challenged the Spanish society to reconsider the true value of money. The narrative follows a protagonist who sells her life experiences memories for financial gains. By leveraging its nearly two-century heritage, Santander successfully bridged the generational gap, transformed brand image and achieved its fastest account opening rate to that date.
▪ Creative strategy
▪ Consumer insight
Agency: MRM//McCANN Madrid
