Santander: Beyond Money [case video]

Credits & Description:

Brand: Smart 1|2|3 Account
Corporate Name of Client: SANTANDER BANK
Market: Madrid
Agency: Mrm//Mccann
Entrant Company: Mrm//Mccann
Agency Network: Mccann Worldgroup
Holding Company: Interpublic Group
Production Company: Producciones Oxigeno
Advertiser / Brand: Santander Bank
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Jesus Revuelta
Head Of Art: Rafa Merino
Creative: Marcos Martínez
Creative: Rubén Sánchez
Creative: Yerai Gómez
Creative: Sergio Villarrubia
Creative: Dani Requena
Creative Director: Lee Tan
Brand Manager: Jorge De Federico
Client Services Director: Germán Fritzsch
Account Supervisor: María Cosmen
Account Executive: Helena García
Account Executive: Rubén Mateos
Head Of Digital Marketing: Elena Alti
Brand And Advertising Director: Marina Peña Caballero
Content Manager: Sergio Ramírez
Producer: Sara Muñoz
Planning Director: Raquel Espantaleón
Director: Kike Maillo
Lead Actress: Adriana Ugarte
Actor: Miquel Fernández
Actor: Will Shepard
Actress: Barbara Goenaga
Cinematographer: Alex Catalán
Music: Josep Villagut
Planner: Sofía Santana
Planner: Gabriela Conci
Synopsis:
Spanish millennials have grown up suffering with the economic crisis and blame it on the banks. 71% would rather go to the dentist than listen to commercial proposals coming from banks.
In addition, Banco Santander is perceived as one of the oldest in Spain, and the average age of its clients is around 50 years. In 2017, Santander launched the Millenials 1|2|3 SMART Account, offering not only financial benefits but youth-oriented services and experiences.
In a context of indifference and rejection regarding the financial sector, a bank needs to sell a product to a key audience that does not even listen to them. So we decided to do something unexpected for a 160-year-old bank, to question the real value of money through a sci-fi thriller.
"Beyond Money", a story set in the near future where you can sell and buy experiences stored in your memory. It tells the story of Lucía (played by an "Almodóvar actress ") and the pursuit of her own balance. A story that allows the bank to approach young people dealing with a philosophical theme through a hyperbole of the balance of value between money and experiences, which is what the product does through its financial and non-financial offer.