Under the slogan “This AD is not for you,” the new campaign by Caja de Ingenieros has a more emotional creative line that explains why the cooperative entity understands finance in a different way; sustainable finance, but above all, more human.
The centerpiece of the campaign is a spot that directly explains the DNA of the cooperative entity, and it does so through a story that leaves no one indifferent. In it, its protagonist questions everything happening around him through various moments and wonders if change is possible. A voiceover invites us to reflect on this different way of understanding finance and our responsibility to take care of our planet.
The creative team of APPLE TREE has been responsible for carrying out this campaign, from the idea, conception, and launch. Additionally, APPLE TREE advises the company on its brand reputation and communication strategy. Two years ago, together with APPLE TREE, Caja de Ingenieros launched its first brand campaign, showcasing its DNA as a cooperative, sustainable, and responsible financial entity.
The campaign features a comprehensive media plan throughout Spain based on 360º communication across different media and channels: television, radio, press—both online and offline—outdoor advertising, and social media, and it has been launched in its first wave.
