Let’s face it. Banks haven’t had our best interest in mind for quite a while. So, instead of promising illusions of prosperity like every other financial institution, we re-branded Santander as the bank that’s all about something simpler - respect.
Because banks have traditionally been kinda shady, we decided to be the opposite. So, our retail work aimed to highlight how we respect our customers with great products, while other banks are utterly shafting theirs.
Nobody wants to watch an ad before their video. So, with these series of :06 spots, we tried to do the respectful thing, and cut them short.
And, in outdoor, in-store and online, we completely overhauled the brand’s look, tone and feel with messaging that defined our new respectful positioning.