HOW TO SELL SOMETHING
TO THOSE WHO DON'T WANT TO LISTEN TO YOU?
WHAT'S WORTH MORE: MONEY OR EXPERIENCES?
A 160 YEARS OLD BANK QUESTIONING THE VALUE OF MONEY THROUGH SCI-FI.
PROJECT: Beyond Money
CLIENT: Santander Bank
PRODUCT: 1|2|3 Smart Account (youth account)
AGENCY: MRM//McCann Madrid
VIDEOCASE (2'15")
FILM (17')
(You may want to activate YouTube ENG subtitles)
If you prefer, you can watch the 1' trailer before.
BACKGROUND
Spanish millennials have suffered the crisis more than anybody and, who do they blame? The banks.
In April 2017, Santander launches the Millenials 1|2|3 SMART Account, offering not only financial benefits but youth-oriented services and experiences.
How can we sell an account to those who don’t even want to listen to the banks?
IDEA:
Beyond Money, a sci-fi 17' minutes film set in a near future where you can sell and buy experiences stored in your memory.
It’s the story of Lucía (played by Adriana Ugarte, the young star of the latest Almodóvar film) and the pursuit of her own balance between money and experiences.
A 160-year-old bank questioning the real value of money through sci-fi.
IMPACT:
- In a time in which banks aren’t trusted anywhere in the world, Santander got its fastest sign up rate in its 160 years of history: 70% of the annual business goals, in 2 months.
- The negative sentiment towards the bank, dropped 24% after the premier.
- 7,3 Million views in the different channels (cinemas, TV, VOD platforms, website, offices nationwide...), in 1 week.
___________________________
AWARDS
Cannes Lions 2017
ENTERTAINMENT LIONS > TV & VOD: Fiction 15 Minutes or over, GRAND PRIX
FILM / Long Fiction Film, Gold
ENTERTAINMENT / Cinema & Theatrical: Fiction Film, Silver
ENTERTAINMENT / Online, fiction over 15 minutes, Silver
The One Show 2018, New York
BRANDED ENTERTAINMENT> BEST IN DISCIPLINE (GRAND PRIX)
Broadcast, Long Form, Single, Gold
Innovation in Branded Entertainment, Silver
Eurobest 2017
INTEGRATED / Integrated Local Campaign, Gold
ENTERTAINMENT / Excellence in Audience Engagement or Distribution Strategy for Branded Content, Silver
ENTERTAINMENT / Bronze / Cinema & Theatrical: Fiction & Non-Fiction, Bronze
ENTERTAINMENT / TV & VOD: Fiction & Non-Fiction, Bronze
Clio Awards 2017, New York
BRANDED ENTERTAINMENT, Gold.
INTEGRATED, Shortist.
LIA Awards 2017, Las Vegas
BRANDED ENTERTAINMENT / Branded Intellectual Property, Gold
BRANDED ENTERTAINMENT / Scripted Short Film, Bronze
NON TRADITIONAL / Corporate Image, Bronze
BRANDED CONTENT / TV-cinema-film, Bronze
El Ojo de Iberoamérica 2017, Buenos Aires
BRANDED CONTENT / Video: 3' or over / GRAND PRIX
FILM, content created for TV, cinema, or online platforms, Silver
El Sol 2017, Spain
BRANDED ENTERTAINMENT / Cinema & TV branded film, Gold
PR / Financial communications, Silver
PR / Media Impact, Silver
FILM / Financial Services, Bronze
MEDIA / Best Integrated campaign, Bronze
PR / Events, Bronze
CdeC Club de creativos/as de España 2018, Spain
IDEAS, Gold
Epica Awards 2017, Berlin
FILMS & SERIES, Gold
ONLINE CAMPAIGNS / Consumer Services & Household Products, Gold
IAB - Inspirational Festival 2017, Madrid
EFFECTIVENESS, Gold
BRANDED CONTENT, Gold
DIGITAL CAMPAIGN, Gold
TRANSMEDIA CAMPAIGN, Gold
ONLINE VIDEO, Gold
D&AD 2018, London
FILM, Wood pencil
Webby Awards 2018, London
BRANDED CONTENT, Winner
Sitges What's Next 2018
One of the Top15 innovation in communications to watch in the world.
TEAM:
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Jesús Revuelta
Head of Art: Rafa Merino
Visual Designer: Dani Requena
Creatives: Yerai Gómez, Rubén Sánchez, Marcos Martínez, Sergio Villarrubia
Producer: Sara Muñoz
Account team: Jorge de Federico, Germán Fritzsch, María Cosmen, Helena García, Rubén Mateos
Planning: Raquel Espantaleón, Mirco Lucaroni
Advertiser team: Elena Alti, Marina Peña, Sergio Ramírez
Director: Kike Maíllo
Cast: Adriana Ugarte, Bárbara Goenaga, Will Shepard, Miquel Fernández.
Photography Director: Alex Catalán
Production Company: Oxígeno
Music: Josep Vilagut
Concert original music: Tversky. “The way I feel about you”
------------------------
Interviewed by "Anuncios", the main Spanish ad magazine, in a Madrid's city center Santander Bank branch office.
"Beyond Money", starred by Adriana Ugarte, the young star of the latest Almodóvar film. (Pictures of the premiere at Callao Cinemas, Madrid)
TO THOSE WHO DON'T WANT TO LISTEN TO YOU?
WHAT'S WORTH MORE: MONEY OR EXPERIENCES?
A 160 YEARS OLD BANK QUESTIONING THE VALUE OF MONEY THROUGH SCI-FI.
PROJECT: Beyond Money
CLIENT: Santander Bank
PRODUCT: 1|2|3 Smart Account (youth account)
AGENCY: MRM//McCann Madrid
VIDEOCASE (2'15")
FILM (17')
(You may want to activate YouTube ENG subtitles)
If you prefer, you can watch the 1' trailer before.
BACKGROUND
Spanish millennials have suffered the crisis more than anybody and, who do they blame? The banks.
In April 2017, Santander launches the Millenials 1|2|3 SMART Account, offering not only financial benefits but youth-oriented services and experiences.
How can we sell an account to those who don’t even want to listen to the banks?
IDEA:
Beyond Money, a sci-fi 17' minutes film set in a near future where you can sell and buy experiences stored in your memory.
It’s the story of Lucía (played by Adriana Ugarte, the young star of the latest Almodóvar film) and the pursuit of her own balance between money and experiences.
A 160-year-old bank questioning the real value of money through sci-fi.
IMPACT:
- In a time in which banks aren’t trusted anywhere in the world, Santander got its fastest sign up rate in its 160 years of history: 70% of the annual business goals, in 2 months.
- The negative sentiment towards the bank, dropped 24% after the premier.
- 7,3 Million views in the different channels (cinemas, TV, VOD platforms, website, offices nationwide...), in 1 week.
___________________________
AWARDS
Cannes Lions 2017
ENTERTAINMENT LIONS > TV & VOD: Fiction 15 Minutes or over, GRAND PRIX
FILM / Long Fiction Film, Gold
ENTERTAINMENT / Cinema & Theatrical: Fiction Film, Silver
ENTERTAINMENT / Online, fiction over 15 minutes, Silver
The One Show 2018, New York
BRANDED ENTERTAINMENT> BEST IN DISCIPLINE (GRAND PRIX)
Broadcast, Long Form, Single, Gold
Innovation in Branded Entertainment, Silver
Eurobest 2017
INTEGRATED / Integrated Local Campaign, Gold
ENTERTAINMENT / Excellence in Audience Engagement or Distribution Strategy for Branded Content, Silver
ENTERTAINMENT / Bronze / Cinema & Theatrical: Fiction & Non-Fiction, Bronze
ENTERTAINMENT / TV & VOD: Fiction & Non-Fiction, Bronze
Clio Awards 2017, New York
BRANDED ENTERTAINMENT, Gold.
INTEGRATED, Shortist.
LIA Awards 2017, Las Vegas
BRANDED ENTERTAINMENT / Branded Intellectual Property, Gold
BRANDED ENTERTAINMENT / Scripted Short Film, Bronze
NON TRADITIONAL / Corporate Image, Bronze
BRANDED CONTENT / TV-cinema-film, Bronze
El Ojo de Iberoamérica 2017, Buenos Aires
BRANDED CONTENT / Video: 3' or over / GRAND PRIX
FILM, content created for TV, cinema, or online platforms, Silver
El Sol 2017, Spain
BRANDED ENTERTAINMENT / Cinema & TV branded film, Gold
PR / Financial communications, Silver
PR / Media Impact, Silver
FILM / Financial Services, Bronze
MEDIA / Best Integrated campaign, Bronze
PR / Events, Bronze
CdeC Club de creativos/as de España 2018, Spain
IDEAS, Gold
Epica Awards 2017, Berlin
FILMS & SERIES, Gold
ONLINE CAMPAIGNS / Consumer Services & Household Products, Gold
IAB - Inspirational Festival 2017, Madrid
EFFECTIVENESS, Gold
BRANDED CONTENT, Gold
DIGITAL CAMPAIGN, Gold
TRANSMEDIA CAMPAIGN, Gold
ONLINE VIDEO, Gold
D&AD 2018, London
FILM, Wood pencil
Webby Awards 2018, London
BRANDED CONTENT, Winner
Sitges What's Next 2018
One of the Top15 innovation in communications to watch in the world.
TEAM:
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Jesús Revuelta
Head of Art: Rafa Merino
Visual Designer: Dani Requena
Creatives: Yerai Gómez, Rubén Sánchez, Marcos Martínez, Sergio Villarrubia
Producer: Sara Muñoz
Account team: Jorge de Federico, Germán Fritzsch, María Cosmen, Helena García, Rubén Mateos
Planning: Raquel Espantaleón, Mirco Lucaroni
Advertiser team: Elena Alti, Marina Peña, Sergio Ramírez
Director: Kike Maíllo
Cast: Adriana Ugarte, Bárbara Goenaga, Will Shepard, Miquel Fernández.
Photography Director: Alex Catalán
Production Company: Oxígeno
Music: Josep Vilagut
Concert original music: Tversky. “The way I feel about you”
------------------------
Interviewed by "Anuncios", the main Spanish ad magazine, in a Madrid's city center Santander Bank branch office.
"Beyond Money", starred by Adriana Ugarte, the young star of the latest Almodóvar film. (Pictures of the premiere at Callao Cinemas, Madrid)
