Santander
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Role: Art Direction // Design
Women’s Day has evolved to reflect the achievements of each time. For 2019, Santander Bank wanted a campaign aligned with current narratives. But we discovered women didn’t want ads—they wanted opportunities, jobs, equal pay, and respect. So, instead of a campaign, we created a product: a new line of credit for microentrepreneurs, with the lowest interest rates in history (15%), using a $250 million media budget. Launched exclusively for women entrepreneurs.
Office:
VMLY&R São Paulo
We launched, for the first time, a line of credit for
micro-entrepreneurs, utilizing our entire media budget and then adding more, with the lowest interest rates in history, exclusively aimed at one kind of entrepreneur: women.
We choose to focus on the almost
25% of Brazilian women who earn less than US$85
The initiative sparked a serious conversation about women’s role in the economy
“Santander raises $100 million from the World Bank
to finance women entrepreneurs for the second year”
“Santander launches credit program
with lower rates for women entrepreneurs”
“Santander raises additional $50 million
for microcredit to women entrepreneurs ”
All funds were lent out within a week.
The World Bank asked to become a partner, expanding
the project for the following next year.
Recognitions:
Cannes Lions // Creative Business Transformation // Bronze
Cannes Lions // Sustainable Dev. Goals (Gender Equality) // Shortlist
Cannes Lions // Sustainable Development Goals // Shortlist
Cannes Lions // Creative Commerce (Consumer Service) // Shortlist
Cannes Lions // Creative Commerce (Consumer Acquisition) // Shortlist
