Client: Caixa Geral de Depósitos - Portugal's National Bank
Brief: Raise awareness for the new micro-savings solutions CGD had created for teens and pre-teens.
Insight: Kids don't save for a rainy day. They save for surfboards. And they sure as hell don't pay attention to financial advertising.
Idea: We got Cifrão - the poster boy for making it; as he came from a working class background and became a successful multifaceted artist - to create a song about saving money from early on, so you can make sure you can accomplish your dreams. This song was feautured in his album and he toured the country with it. It rang true to our audience, as they not only identified with him but also know that he's a self made artist (he's very vocal about having worked from a young age to pay for singing, and dancing, and acting lessons that his parents couldn't afford). He became "The Savings Ambassador" and our campaign was anything but boring. We made music posters instead of OOOs and a music video instead of TVC or OLVs. Even our page within CGD's website was different - less hub, more crib.