To connect a key generation to the brand and talk to them about a new product, Santander Bank decided to think and speak as millennials do. To achieve that, we decided to rethink the concept of wealth by questioning the true value of money – using a sci-fi thriller. The story allows the bank to engage young people with a very entertaining, philosophical idea about the balance between money and experiences – a balance which is a key feature of the product.
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Santander Bank decided to connect with millennials by questioning the true value of money via a sci-fi thriller. The "Black Mirror" style episode depicts a world in which one can sell one's most precious memories for cash. But when a woman literally removes too much of her memory bank, the consequences are terrifying. Following Spain’s historic economic crisis, people — primarily millennials — lost faith in banks. To promote a new type of account to a generation who just didn’t want to listen, Santander Bank produced an attention-grabbing, cinema-worthy short film. Void of any branding, the film simply — and quite beautifully — poses the question: what is worth more, experiences or money? Luckily with the bank’s new offer, clients won't have to choose.