Kike Maíllo directs Black Mirror-esque short for Santander and MRM/McCann
Santander Bank is launching its new 1|2|3 Smart Account dedicated to young people in a rather unusual and courageous way for a bank – by launching sci-fi short film by award winning Spanish director Kike Maillo (Eva, 2011), staring Adriana Ugarte (the star of Al Moldovar’s latest movie), with a proper movie premiere, in a sold out cinema theatre - Callao Cinema in Madrid.
The puzzle the brand had to figure out was: How do you communicate the launch of the new bank product to Millennials who have grown up during the crisis and blame the banks for the downturn?
The solution? Challenging the concept of wealth, by talking about valuing experiences more than money – just like the 123 SMART Account does: it offers experiences beyond money, including access to education programs, online training, grants and many more.
Miguel Bemfica, Chief Creative Officer of MRM/McCann: “If you want to talk to Millennials, you have to go beyond conventional advertising. That's why a campaign that starts with a short science fiction film shows that Santander Bank, as well as talking, knows how to connect with young people”.
The plot: the sci-fi story is set in a dystopian future where you can sell and buy the experiences stored in your brain. Lucia (Adriana Ugarte) decides to sell some personal experiences to get rich. Surrounded by luxury, but emotionally instable, the short movie documents how she gradually discovers where her own balance lies.
Elena Alti, Director of Digital Marketing, Santander Bank, explains: “What the film and the 1|2|3 Smart Account have in common is that both go beyond money. That's not to say that money isn’t important, but it’s about finding a balance between money and experiences. The 1|2|3 Smart Account aims to help young people aged 18 to 31 to progress in life. And since progressing doesn’t just mean accumulating money, the account includes financial benefits, but it also offers other benefits that go beyond money: online training, grants, access to technology and lease cars (without the need to buy), commission-free cash withdrawals from international cash points, etc.”
Adriana Ugarte’s comments about the movie: “A revolutionary story and a necessary reflection, through which Santander highlights a beautiful morale: make you money serve you, not the other way around”
Kike Maillo, winner of 3 Goya prizes for his feature length science fiction film Eva (2011): “this film is riding a wave of thought that is perhaps still in the minority in so-called rich countries – we are going to leave this world and we’re not going to be able to take anything with us. At the end of the day, it’s about living.”
Adriana Ugarte at the premiere
Jesús Revuelta, Executive Creative Director of MRM/McCann: “We millennials are critical of banks. By inviting us to question the value and use of money, which is at the core of its business, the bank conveys a sense of trust.”
An integrated campaign was developed around the short film by MRM/McCann, which revolves around the three central pieces: the film, a 60 second trailer for television, cinema and online. The film was premiered in cinemas, streamed in Movistar+ (the most important Video On Demand Spanish platform) and broadcasted by 5 TV channels.
This was followed by an OOH campaign throughout Spain, as well as press communications, radio, banners, billboards in cities and universities, and digital banners in the stadiums of La Liga Santander.
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