BCP Bank Champions Customer Trust with Guardians of the ATM

When people don’t feel entirely safe, they come up with their own ways to protect themselves. And that’s exactly the inspiration behind TBWA\Peru's campaign for BCP: Guardians of the ATM - a tribute to street smarts, memes, and those everyday behaviours so common in Peru.

Based on real actions observed across the city, the bank portrays those anonymous individuals who instinctively look out for one another in front of an ATM.

All with a clear promise: at BCP, we take your safety more seriously. This is reflected in the bank’s broader efforts to support its customers - through ongoing cybersecurity education, practical tips to prevent fraud (such as the 'cambiazo' scam), and advanced protection tools via the BCP Mobile Banking app. Always aiming to stay one step ahead to earn and maintain trust.

Guillermo Ramos, art director at TBWA Peru, adds, “We saw on the streets what data doesn’t always capture: how people literally watch each other’s backs when they go to the ATM. And we realised the bank’s role isn’t just to provide a service - it’s to show that BCP is really there, taking care of you.”

This campaign isn’t just about security. It’s about trust. About how a need creates habits - and how those habits, no matter how absurd they may seem, reflect exactly what people expect from their bank.

See more from TBWA\Peru here.