Summary
The challenge
Change the negative conversation around the bank.
The insight
Actions are worth more than words.
The idea
Stop talking about numbers, loans and rates and start driving forceful actions around sustainability.
Period: 8/22/19 - 11/30/19
We created the first documentary series that confronted powerful businessmen, with young activists who want to change the world.
The results
71% positive sentiment.
First place in the Merco Corporate Reputation study.
6 projects with high impact on sustainability for the region.
Why is this case worth a marketing effectiveness award?
In social networks, banking is usually very punished. Every post is attacked...