Sabadell Brand

The best campaigns are always a matter of two. In this case, it was the former CEO of Banco Sabadell, Jaume Puig, who put us on the trail of Pep Guardiola. After a lunch with his agent, he called us and asked how we would evaluate Pep's participation in the campaign. Our response was immediate: we stopped the production of what was going to be the launching piece, to build a new proposal based on Pep's presence. At that time, Guardiola perfectly incarnated the Bank's main values: professionalism, rigor, competitiveness... and success. We could not miss the opportunity.

We made a clear bet on the creation of interesting and relevant content for our new target: individuals. This is how conversations were born. Conversations in black and white. Conversations of celebrities and relevant personalities about the future, about change, about relationships. Conversations taking the shape of interviews, debates, Whatsapp chats, to build the perception of a bank worthy of trust, expert and professional, but also human, that fosters long-term relationships. The setting, its extreme care, and, above all, the use of black and white, differentiated us, generating the desired perception of a different, serious, rigorous, premium bank.