Bancomer: THOSE WHO REMAIN

Credits & Description:

Category: Books

Advertiser: BANCOMER

Product/Service: BANCOMER FOUNDATION FOR SCHOLARSHIPS ADELANTE

Agency: GRUPO VALE EURO RSCG

Date of First Appearance: Sep 1 2009 12:00AM

Entrant Company: GRUPO VALE EURO RSCG, Mexico City, MEXICO

Original Concept: Nicolás Vale (Grupo Vale Euro)

Original Concept: Carlos Hagerman (La Sombra del Guayabo)

Original Concept: Juan Carlos Rulfo (La Sombra del Guayabo)

Original Concept, Editor & General Cordination: Cristina Faesler (Editorial Diamantina)

Proyect Asesor, Editor & Design: Jerónimo Hagerman (Editorial Diamantina)

Graphic Designer & Photography Edition: Roger Adam Bernard (Editorial Diamantina)

Executive Production, Editor & Press Cordination: Rocío Cerón (Editorial Diamantina)

Printer: Juan Estrada (Editorial Diamantina)

Editor: Roger Adam

Editor: Carla Faesler

Writer: Cesar Gandara

Writer: Tania Huntington

Writer: Miriam Mabel Martinez

Writer: Laura Emila Pacheco

Writer: Alejandro Paez

Writer: Leon Plasencia Ñol

Photographer: Gabriel Batiz

Photographer: Oscar Hagerman

Photographer: Paula Haro

Photographer: Ana Lorena Ochoa

Media placement: book - VIP Events and presents, direct mail VIP Clients - 1 september 2009



Describe the challenges and key objectives

The challenge was to come up with something innovative that allows to introduce in the minds of Mexican people the commitment that Bancomer has towards this issue and also to become a reference for helping children finish school in this country through BBVA Bancomer Foundation.
Raise awarness in the public agenda about the situation these families live in, nobody has ever paid attention to those who remain.
The book was proposed as a gift to reach VIP clients and transform the perception had of Bancomer, to position the bank as the most relevant Banking institution in terms of social responsability.



Describe the brief from the client

This book was created through the film but is independent of it, because it delves into other aspects of migration that do not touch in the movie. The goal is to open the vision of the reality experienced by families of migrants. The book should be a piece that expresses the nostalgic of the people and families of those who go in search of a better future, also a reflection of the culture of an entire country.



Describe how you arrived at the final design

We proposed a piece of communication that created enough word of mouth based in the out of the box thinking process that makes people understand the Mexican reality and every day them can acess with the book to that lifes that are represented in the contain, photography and lay out as a art piece. If it is the first time ever that a banking institution produces a feature film that is only interested in social responsability, it must have inside included the film and all the histories about that people who opens their hearts to talk about their situation.



Give some indication of how successful the outcome was in the market

The design makes everyone to be envolved in a deep way that makes every owner feel important to have a piece like this and to take more comprenhension of the project that the country needs and only the bank makes it true.
The profit is related to image. The president of the Bank has personally screened the book that includes the film to several opinion leaders as 12 govenors of Mexico, Mexican President, Margarita Zavala and the first ladies at the G8 meeting in Rome and Mrs. Obama´s. Bancomer in know closer in the emotional sense of their consumers.