CASE STUDY
http://www.youtube.com/watch?v=IPUd3azSsHY
"For youngsters La Caja de Canarias is the bank of the elderly". This is what our client told us and that's the reality we found in our research at the Canary Islands.
How to reposition the whole range of financial products of La Caja for youngsters, being relevant and credible for them? First, by convincing the client there was only one way: put the bankers in the place of young people, to really know their problems. And we did, but not only in words. We brought people over 50 years to know the reality of youngsters and made a show of it. And it worked.
Awards: New York Festivals 2008 - Gold in the category of "Mixed Media".
Campaign Details:
Agency: Leo Burnett.
Executive Creative Director: Rafa Antón.
Creative Director: Luis González-Aller.
Art Direction: Miguel Angel Duo, Luis González-Aller.
Copywriter: Luis Gonzalez-Aller.
Account Team: Carlos Martin - Client Service Manager, Silvia Pérez - Account Supervisor.
Date: 2007.
