If all brands recognized the possible negative impact they can have on society, they would start building a better world and the relationship between people and advertising would likely improve.

A 17 minute short film directed by a Spanish Academy of Cinema award recipient and starring Adriana Ugarte (star of the latest Almodóvar film).

The trailer was broadcast on different media platforms: cinema, television, online and audiences could even watch the full movie at the bank offices where they could then open an account (in person or online).

The film was screened at 14 Spanish cinemas, distributed on 5 television channels and was available on Spain's two main VOD platforms (where it scored better than blockbusters like ‘The Fast & The Furious 8’ and ‘Pirates of the Caribbean’.)

The film was screened at the main bank branches of 50 Spanish provinces.

- In the first two weeks, we reached 35% of the recruitment target for the entire year.

- On the day of the premiere, we managed to attract more than 12,000 millennials to bank offices and cinemas.

- On the day of the premiere, #beyondmoney was the # 1 trending topic in Spain.

- At Movistar+, the main VOD platform in Spain, the users review average was 4.5 points out of 5. Better than Hollywood blockbusters (image attached)

- In the FilmAffinity "branded films" ranking, "Beyond Money" is above pieces as awarded as The Spanish National Lotterys' "Justino", the Nike's "Black Mamba" or even some of the BMW's episodes of "The Hire".

(The ranking: https://www.filmaffinity.com/es/movietopic.php?topic=839702&attr=rat_count&nodoc )

Additional information: in just 1 month, the campaign have reached 54% of recruitment target for the entire year.

A bank asks a question that a bank has never asked: What is the true value of money? In doing so, it manages to sell bank products and services to young people faster than ever before in its 160 year history.

71% of millennials would rather go to the dentist than listen to a bank's sales pitch.

Spain's financial crisis has made young people no longer trust banks or the system.

They have a different perception of money from that of previous generations. They value living and enjoying themselves more than accumulating wealth.

In order to connect with this generation, Santander Bank conveys a point of view similar to that of the millennials (regarding the balance between money and experiences), by reshaping the concept of wealth and making it mean much more than money.

Spanish Millennials have suffered through the economic crisis more than anyone. And they blame it on the banks.

Santander Bank is perceived as one of the oldest banks in Spain and the average age of its clients is around 50 years of age.

In 2017, Santander will launch the 1|2|3 SMART account, its new millenials account, a bank account that offers youth-oriented services and experiences in addition to the usual financial services.

In the context of an audience indifferent towards the traditional advertising format, and which is cynical of the financial sector, a bank needs to sell a product to an audience that does not listen to it.