Cannes Lions

The biggest fine print ever

EL RUSO DE ROCKY, Madrid / BANKIA / 2019

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Overview

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Credits

Overview

Background

The bank that announces these mortgage rates has had some transparency problems in the past due to a case of corruption with one of its directors and the selling of a fraudulent product to many clients.

These scandals, which happened five years ago, persist in the consumer’s mind. So it’s not the most well-known or well-positioned bank in terms of safety, or modernization, or digitalization, but instead is still linked to those cases. Its communication has tried to regain the people’s trust and position it as a bank that understands and helps its clients.

This campaign, which was taken to several different media channels, forms another step for the brand towards clarity and transparency with its clients.

Execution

In order to show the biggest fine print ever, we wallpapered all of our bank branches with the fine print on our mortgages. You know, the typical legal text? That one. But with more visibility than the actual ad. Because the fine print is where the banks actually tell the truth.

The case video shows the implementation of the whole campaign. Pasting the fine print everywhere, making it more visible and prominent to passersby.

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