1|2|3 Smart Account - "Beyond Money"

MRM//McCann

MRM//McCann Madrid, Spain

Awards

23983

Brand: 1|2|3 Smart Account
Country: Spain

Advertiser: Santander

Title	Beyond Money
Brief	To connect a key generation to the brand and talk to them about a new product, Santander Bank decided to think and speak as millennials do. To achieve that, we decided to rethink the concept of wealth by questioning the true value of money – using a sci-fi thriller. The story allows the bank to engage young people with a very entertaining, philosophical idea about the balance between money and experiences – a balance which is a key feature of the product. -- Santander Bank decided to connect with millennials by questioning the true value of money via a sci-fi thriller. The "Black Mirror" style episode depicts a world in which one can sell one's most precious memories for cash. But when a woman literally removes too much of her memory bank, the consequences are terrifying. Following Spain’s historic economic crisis, people — primarily millennials — lost faith in banks. To promote a new type of account to a generation who just didn’t want to listen, Santander Bank produced an attention-grabbing, cinema-worthy short film. Void of any branding, the film simply — and quite beautifully — poses the question: what is worth more, experiences or money? Luckily with the bank’s new offer, clients won't have to choose.
Agency	MRM//McCann
Campaign	Beyond Money
Advertiser	Santander
Brand	1\|2\|3 Smart Account
Posted	June 2017
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	To connect a key generation to the brand and talk to them about a new product, Santander Bank decided to think and speak as millennials do. To achieve that, we decided to rethink the concept of wealth by questioning the true value of money – using a sci-fi thriller. The story allows the bank to engage young people with a very entertaining, philosophical idea about the balance between money and experiences – a balance which is a key feature of the product.
Media Type	Digital
Length	1076 seconds
Chief Creative Officer	Miguel Bemfica
Creative Director	Jesús Revuelta
Creative Director	Lee Tan
Art Director	Rafael Merino
Copywriter	Sergio Villarrubia
Copywriter	Marcos Martínez
Art Director	Rubén Sánchez
Art Director	Yerai Gómez
Art Director	Dani Requena
Brand Management	Jorge de Federico
Client Services Manager	Germán Fritzsch
Account Supervisor	Maria Cosmen
Account Executive	Helena Garcia
Account Executive	Rubén Mateos
Head of Digital	Elena Alti
Content Management Supervisor	Sergio Ramirez
Production Company Producer	Sara Muñoz
Planning Supervisor	RAQUEL ESPANTALEÓN
Director	Kike Maillo
Director of Photography (DOP)	Alex Catalán