"Cholo" is the word that defines, since the XVII century, the dark-skinned Peruvian mestizos and natives. This word has been mostly used by colonial Spaniard-descendant, white skin people, to describe (and explicitly humiliate) this majority of the Peruvian population in a racist way.This is the first time in advertising that a brand challenges this racist paradigm, by completely reversing the lyrics of a famous folk song (Cholo I am) that associated the cholo to defeat and resignation.
Brand: Mibanco Bank
Media: TV, internet
Agency: FCB Mayo Lima
Country: Peru
Chief Creative Officer: Humberto Polar
Executive Creative Director: Flavio Pantigoso
Creative Director: Víctor Vélez
Copywriter: Flavio Pantigoso
Art Director: Julio Oshiro
Account Director: Jackeline Oneto
Account Executive: Fernando Alvarez, Luis Romero
Director of Production: Alonso Palomino
Producer: Sebastián Salinas
Production House: Espíritu
Director: Jorge Carmona
Executive Producer: Paola Paz, Lorena Goyenechea
Assistant Director: Nelson Aguilar
Director of Photography: Andrés Mazzon
Post Production: Lunatic
Audio Studio: La Sonora
Client Approval: Laura Villanueva