CaixaBank asked us to provide a design proposal for what they called a sale-season campaign.

Their goal was to create customer loyalty by taking out another credit product, taking advantage of the January squeeze and the sales. They wanted a ground-breaking and cool campaign, involving the financial squeeze many feel in January, but with a positive angle for the customer which included shopping.

They needed to get across its advantages, around which the art direction and copy were also based. These were speed, ease, and convenience, and were aimed at three target groups: millennials, adults and seniors.

We put forward a proposal in which we wanted to communicate satisfaction and also seriousness (which is the kind of image that CaixaBank tends to use). In general, we wanted to see satisfied and excited people and each target group with a particular benefit for them.

We came up with the claim, don’t put off your dreams, which we wanted to express the fact that we should all have dreams and that achieving them is within reach. We paired this with fresh images showing excited people; the young people (millennials) excited about a trip, the young couple (around 40 years old) excited to be doing home improvements, and the seniors with their new tablet.

They loved the idea and sent it to their customers!