APPLE TREE, the agency that applies NEW THINKING to help its clients increase their brand relevance and improve business results, has launched Las cosas claras, MAPFRE’s new digital campaign focused on financial education and insurance literacy. The initiative forms part of the brand’s ongoing commitment to helping people better understand the financial decisions that shape their everyday lives.

Financial and insurance-related topics are often perceived as complex or difficult to navigate. Many commonly used terms remain unclear to large parts of the population, creating uncertainty at moments when clarity matters most.

With this in mind, and under the creative concept Las cosas claras (Let’s be clear), APPLE TREE developed a digital-first campaign built around influencer-led content and user-generated formats. The idea is simple but effective: each short video pairs an expert explanation with a second, more accessible interpretation, making complex concepts easier to understand for less specialist audiences.

The campaign consists of 15 short-form videos, created primarily for Instagram, with a tone that is clear, friendly and intentionally light. By combining credibility with relatability, the content brings financial education closer to younger and less experienced audiences, without losing accuracy or rigour. MAPFRE’s own financial experts also play a role in the campaign, reinforcing trust while ensuring that the information shared remains reliable and relevant.

APPLE TREE has been working with MAPFRE since 2024, providing strategic guidance for the brand’s global digital communication across its corporate channels. Since the beginning of this year, the agency has also been leading the development and implementation of MAPFRE’s corporate social media strategy, with the goal of strengthening its position as a relevant, global brand in the digital space.

MAPFRE is currently ranked as the sixth most reputable company in Spain, according to the Corporate Reputation Monitor (MERCO).  With a total of 7,496 points, the company is also the best-ranked insurer, maintaining its position as leader in this classification for another year.

Technical details

Advertiser: MAPFRE

Campaign title: LAS COSAS CLARAS (THINGS MADE CLEAR)

Agency: APPLE TREE

Creative Director: Patricio Marrone

Copywriter: Marina Munar

Creatives: Marina Delgado, Albert Casamayor

Art Director: Antonio Martínez

Senior Digital Director: Sara Hurtado

Account Director: Jonathan Delgado

Senior Account Executive: Mercè Magrans