Perhaps it’s something to do with the numbers, but the finance sector attracted some of the most unexpected, cunning and complex ideas.
There’s no avoiding Fearless Girl, a bold statement that turned out to capture the zeitgeist, and a good lesson in what can be achieved if you push a client’s brief rather further than they required. All the smarts are on show in this category, from the stunning psychological thriller Beyond Money – confirming McCann’s creative roll – to the complex Sberbank “Neighbourhoods” case and of course The Next Rembrandt, which prefigured the big Artificial Intelligence debate. On the other hand, though, there was Car Curling.
There’s no avoiding Fearless Girl, a bold statement that turned out to capture the zeitgeist, and a good lesson in what can be achieved if you push a client’s brief rather further than they required. All the smarts are on show in this category, from the stunning psychological thriller Beyond Money – confirming McCann’s creative roll – to the complex Sberbank “Neighbourhoods” case and of course The Next Rembrandt, which prefigured the big Artificial Intelligence debate. On the other hand, though, there was Car Curling.
Most awarded
campaigns, brands &
agencies in
Finance in
2017
Most awarded
campaigns, brands and
agencies in
Finance in
2017
CAMPAIGNS
BRANDS
| Brand |
|---|
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
McCann Worldgroup, New York |
| 2 |  |
MRM//McCann, Madrid |
| 3 |  |
Good LLC, Moscow |
| 4 |  |
King James, Cape Town |
| 5 |  |
Impact BBDO, Dubai |
Watch
1. State Street Global Advisors / Fearless Girl Arrives
| Título | Fearless Girl Arrives |
| Agencia | McCann Worldgroup |
| Campaña | The Fearless Girl |
| Anunciante | State Street Corporation |
| Marca | State Street Global Advisors |
| Fecha de primera difusión/publicación | 2017 / 3 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Medio | Case Study |
| Duración | |
| Responsable de la creación | Joyce King Thomas |
| Managing Director | Devika Bulchandani |
| Responsable de la creación | Tom Murphy |
| Responsable de la creación | Sean Bryan |
| Director artístico | Lizzie Wilson |
| Responsable de conceptos / redactor | Tali Gumbiner |
| Chief Production Officer | Nathy Aviram |
| Executive Producer Innovation | Christine Lane |
| Integrated Producer | Deb Archambault |
| Diseñador | David Mashburn |
| Director of Social and Mobile | Gemma Craven |
| Strategy Director | Kevin Kim |
| Jefe de cuentas | Molly Vossler |
| Jefe de cuentas | Junior Producer |
| Jefe de cuentas | Steven Marchione |
| Chief Communications Officer | Jeremy Miller |
| Brand Communications Director | Neena Koyen |
| Executive Music Producer | Eric Johnson |
| Music Producer | Dan Gross |
| Productora | Traction Creative |
| Owner Traction Creative | Bryan Roberts |
| Owner/SWP | Stuart Weissman |
2. 1|2|3 Smart Account / Beyond Money
| Título | Beyond Money |
| Brief | To connect a key generation to the brand and talk to them about a new product, Santander Bank decided to think and speak as millennials do. To achieve that, we decided to rethink the concept of wealth by questioning the true value of money – using a sci-fi thriller. The story allows the bank to engage young people with a very entertaining, philosophical idea about the balance between money and experiences – a balance which is a key feature of the product. -- Santander Bank decided to connect with millennials by questioning the true value of money via a sci-fi thriller. The "Black Mirror" style episode depicts a world in which one can sell one's most precious memories for cash. But when a woman literally removes too much of her memory bank, the consequences are terrifying. Following Spain’s historic economic crisis, people — primarily millennials — lost faith in banks. To promote a new type of account to a generation who just didn’t want to listen, Santander Bank produced an attention-grabbing, cinema-worthy short film. Void of any branding, the film simply — and quite beautifully — poses the question: what is worth more, experiences or money? Luckily with the bank’s new offer, clients won't have to choose. |
| Agencia | MRM//McCann |
| Campaña | Beyond Money |
| Anunciante | Santander |
| Marca | 1|2|3 Smart Account |
| Posted | Junio 2017 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Sinopsis | To connect a key generation to the brand and talk to them about a new product, Santander Bank decided to think and speak as millennials do. To achieve that, we decided to rethink the concept of wealth by questioning the true value of money – using a sci-fi thriller. The story allows the bank to engage young people with a very entertaining, philosophical idea about the balance between money and experiences – a balance which is a key feature of the product. |
| Medio | Interactivo |
| Duración | |
| Responsable de la creación | Miguel Bemfica |
| Director creativo | Jesús Revuelta |
| Director creativo | Lee Tan |
| Director artístico | Rafael Merino |
| Responsable de conceptos / redactor | Sergio Villarrubia |
| Responsable de conceptos / redactor | Marcos Martínez |
| Director artístico | Rubén Sánchez |
| Director artístico | Yerai Gómez |
| Director artístico | Dani Requena |
| Brand Management | Jorge de Federico |
| Client Services Manager | Germán Fritzsch |
| Jefe de cuentas | Maria Cosmen |
| Ejecutivo de cuentas | Helena Garcia |
| Ejecutivo de cuentas | Rubén Mateos |
| Head of Digital | Elena Alti |
| Content Management Supervisor | Sergio Ramirez |
| Productor de la productora | Sara Muñoz |
| Planning Supervisor | RAQUEL ESPANTALEÓN |
| Realizador | Kike Maillo |
| Director de fotografía | Alex Catalán |
3. Sberbank / Sberbank neighborhoods
| Título | Sberbank neighborhoods |
| Brief | As the biggest Russian bank Sberbank cares about Russian citizens. Campaign targets local communities with customized messages to gather data. Data from locals is being used to create messages for several types of small businesses. Messages are being delivered to existing bank’s small business clients (1.2 million in total) and other small businesses online via forecasting models. Every single placement is relatively small scale but number of placements allows to cover a huge number of people and businesses.Data is used for every stage of the campaign, contextualizing and personalizing every placement. In the first stage, data plays a strategic role. In the second stage, data becomes the message itself. |
| Agencia | Good LLC |
| Campaña | SBERBANK. NEIGHBORHOODS |
| Anunciante | Sberbank |
| Marca | Sberbank |
| Posted | Octubre 2017 |
| Sector Empresarial | Banca, finanzas, legislación y seguros |
| Sinopsis | People’s opinions on local needs fuel targeted campaigns, promoting loans for small businesses. Sberbank uses empty window fronts, billboards and geo-targeted online banners to ask locals’ opinions, offering algorithm-generated solutions. Local responses initiate an advertising campaign targeting suitable businesses. |
| Medio | Case Study |
| Duración | |
| Director creativo | Grisha Sorokin |
| Director artístico | Grisha Sorokin |
| Productora | HYPE Production |
| Diseñador gráfico | Vit Abrams |
| Diseñador gráfico | Holga Baldina |
| Diseñador gráfico | Taras Sbibnev |
4. Smartpolis Insurance / Car curling
| Título | Car curling |
| Agencia | Voskhod |
| Campaña | Car Curling |
| Anunciante | Smartpolis Insurance |
| Marca | Smartpolis Insurance |
| Posted | Junio 2017 |
| Sector Empresarial | Seguros |
| Filosofía | We set up 50 car accidents in 2 hours just for fun.How?Smpolis Insurance presents: A first ever Car Curling Tournament.A target, 6 cars, 4 teams: it’s like curling but with cars instead of rocks.The one who puts the car closer to the center wins. |
| Problema | Black ice is a common reason for car incidents in Russia, and only 12,2% of drivers have a full insurance package. Russians don’t like buying insurance. They like fun games. |
| Resultado | A huge buzz all over the worldIn 2 days we got:More than 10 000 mass media publications, news coverage, blog articles and social media posts with 1 billion media impressionsWith 0 media spend Smartpolis website traffic increased by 700%. |
| Medio | Case Study |
| Duración | |
| Director creativo | Andrey Gubaydullin |
| Director artístico | Vladislav Derevyannykh |
| Responsable de conceptos / redactor | Alexander Sinyuk |
| Responsable de conceptos / redactor | Anton Mamykin |
| Project Manager | Dmitry Donik |
| Producer | Elizaveta Larionova |
5. ING Bank / The Next Rembrandt
| Título | The Next Rembrandt |
| Agencia | J. Walter Thompson Amsterdam |
| Campaña | The Next Rembrandt |
| Anunciante | ING Group |
| Marca | ING Bank |
| Fecha de primera difusión/publicación | 2016 / 4 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Sinopsis | One of the most fascinating advertising projects of recent years, The Next Rembrandt was designed to draw attention to the bank ING’s support for the arts. The result was the creation of a “new” Rembrandt painting thanks to a combination of artificial intelligence and 3D printing. Over 160,000 fragments from Rembrandt’s 346 paintings were fed into the computer, while facial recognition software was used to interpret the artist’s style. The final painting looked eerily convincing. Online, people could dive deeper into the creation process, while a video sparked a conversation about data and art. |
| Medio | Interactivo |
| Duración | |
| Más información | www.nextrembrandt.com |
| Productora | New Amsterdam Film Company |
| ECD / Concept | Bas Korsten |
| Responsable de conceptos | Robert Nelk |
| Responsable de conceptos | Mark Peeters |
| Creative ARt | Güney Soykan |
| Responsable de conceptos / redactor | Bas Korsten |
| Responsable de conceptos / redactor | Kasia Haupt Canning |
| Tech Lead | Emanuel Flores |
| Diseñador | Vinesh Gayadin |
| Director Digital | Jesse Houweling |
| Strategist | Agustín Soriano |
| Developer | Morris Franken |
| Developer | Ben Haanstra |
| 3D Artist | Andre Ferwerda |
| Montador | Tim Arnold |
| PR manager | Jessica Hartley |
| Brand Manager | Elisah Boektje |
| Screen Producer | Frederique van der Hoeven |
| Screen Producer | Mariska Fransen |
| Print Producer | Chariva Geurts |
| Animations | Kreukvrij |
| Special Advisor | Jeroen van der Most |
| Realizador | Juliette Stevens |
| Productor ejecutivo | Sander Verdonk |
| DIRECTOR SMALL AND MIDMARKET BUSINESS | Ron Augustus |
| MICROSOFT AZURE LEAD | Erik-Jan van Vuuren |
| PRODUCT MARKETING MANAGER | Niels Lohuis |
| CORPORATE COMMUNCIATION MANAGER | Yvette Lansbergen |
| Marcom Manager | Eva de Vries |
| Solution Architect | Ruben Pool |
6. Ålandsbanken / Making the way we pay save the sea
| Título | Making the way we pay save the sea |
| Agencia | RBK Communication |
| Campaña | Baltic Sea Project/Aland Index |
| Anunciante | Ålandsbanken |
| Marca | Ålandsbanken |
| Fecha de primera difusión/publicación | 2016 / 4 |
| Sector Empresarial | Tarjetas de crédito |
| Lema | Aland Index |
| Sinopsis | Consumption and the side effects of our life style is eating away on our planet. The Baltic Sea is no exception with eutrophication and toxins killing the sea and seabed off bit by bit. So in one of the most developed parts of the world we have one of the most polluted seas, but we also the highest usage of digital and card transactions. Finland is the most “cash less” country of the world.The ambition was to engage all clients of the bank to save the Baltic Sea from further deteriorate and create both funding and understanding to contribute to resolve the situation.As most all consumption in the Nordics is enabled by a credit/debit card transaction we created the Aland Index showcasing the environmental impact of routine behaviour, enabling informed decisions.The Aland index, connected to the payment database, calculates the CO2 impact of every individual transaction per merchant category made with your credit card.By using the index the database compiles a monthly report, your climate profile, and presents it along with your credit card bill in your mobile phone app or on your Internet Bank. The calculation is based on the cost of carbon, as defined by the World Bank, pricing per kilogram, and converted to the corresponding cost in local currency.Your monthly digital climate report does not only calculate your individual cost (problem) but also presents suggestion of local or global projects to support as well as inspiration on how to live more sustainable to balance your impact (solution).The desired effect was to position the bank as Responsible, Ambitious and Personal by engaging all clients in saving the Baltic Sea. The secondary ambition was to inspire the whole industry by leading by example; enabling the competition to also engage their clients in doing the same; to build awareness and engage in fighting climate change or other environmental issues depending on geography.The Aland Index connects cause and effect on a personal level and presents both the problem and the solution where it gets the most attention on a regular basis. #alandindex #bankofaland #alandsbanken #d&adimpact #canneslions #innovation #creativedata #aland #bank #rbk #stockholm |
| Filosofía | An index application that can calculate the environmental impact of every transaaction. |
| Problema | Nature is speaking with a fragmented voice in the mind of every day consumers. |
| Resultado | Aland Index, calculates the carbon impact by every transaction made with you credit card and connects the bill to opporunities to compensate your impact. A tool for change made available to any other bank that wants to provide their clients with the opportunity and insights. |
| Medio | Case Study |
| Duración | |
| Director ejecutivo de creación | Mathias Wikstrom |
| Director creativo | Erik Larsson |
| Director creativo | Johan Pihl |
| Strategy Director | Fredrik Linder |
| Head of Digital | LInda Wohlfeil |
| Responsable de cuentas de agencia | Johanna Lindberg |
7. MAPFRE / Baby
| Título | Baby |
| Agencia | Talent Marcel |
| Campaña | Don't Scroll And Drive |
| Anunciante | MAPFRE Insurance |
| Marca | MAPFRE |
| Fecha de primera difusión/publicación | 2017 / 3 |
| Sector Empresarial | Seguros |
| Medio | Publicidad en periódicos |
| Responsable de la creación | João Livi |
| Director creativo | Rodrigo Lugato |
| Responsable de conceptos / redactor | Marcello Droopy Almeida |
8. Sanlam / Sanlam Conspicuous Savers
| Título | Sanlam Conspicuous Savers |
| Agencia | King James |
| Campaña | Sanlam Conspicuous Savers |
| Anunciante | Sanlam |
| Marca | Sanlam |
| Posted | Septiembre 2017 |
| Sector Empresarial | Banca, finanzas, legislación y seguros |
| Medio | Interactivo |
| Duración |
9. Softbank / Personal Innovation Act
| Título | Personal Innovation Act |
| Agencia | Six Tokyo |
| Campaña | Personal Innovation Act |
| Anunciante | Softbank |
| Marca | Softbank |
| Fecha de primera difusión/publicación | 2016 / 5 |
| Sector Empresarial | Servicios bancarios, inversiones, corredores de bolsa |
| Sinopsis | With the advent of smartphones, sharing children’s growth in real-time has become popular in japan.yet most grandparents, the people that we want to share it with the most, remain disconnected as they are unable to use them. So, japanese smartphone carrier softbank thought to develop prototype products for sharing daily life without smartphones. We updated the items that seniors were familiar with.we created prototypes that maintained analog interfaces while enabling digital communication for sharing the grandchildren’s growth. We made a total of 6 prototype products and installed them in a real household. We created a perception change by showing that there are innovations where technology draws closer to each person’s life, rather than people keeping up with technology’s evolution. |
| Medio | Televisión |
| Duración | |
| Productora | AOI Pro. Inc. |
| Director ejecutivo de creación | Takeshi Nozoe |
| Director creativo | Keiichi Motoyama |
| Responsable de conceptos / redactor | Hitoshi Sakamoto |
| Responsable de conceptos / redactor | Ryoji Takahashi |
| Director artístico | Koichi Kosugi |
| Director técnico | Toshiyuki Hashimoto |
| Programador | Osamu Iwasaki |
| Programador | Hisaki Ito |
| Programador | Omohiro Akagawa |
| Programador | Seiya Nakano |
| Programador | Nomura Miki |
| Programador | Hiroki Yamada |
| Programador | Yoshihito Nakanishi |
| Programador | Takahiro Hirata |
| Diseñador multimedia | Yurie Oka |
| Interactive Production | Hakuhodo I-Studio |
| Director de cuentas | Genjyun Kang |
| Responsable de cuentas de agencia | Takashi Kusumi |
| Productora | Hakuhodo |
| Ejecutivo de cuentas | Takayoshi Terui |
| Ejecutivo de cuentas | Koichi Furuya |
| Executive Production Director | Kazuhiko Kawashita |
| Director medios comunicación | Genta Muto |
| Planificador de cuentas | Yota Akiyama |
| Planificador estratégico | Tomohiro Oota |
| Planificador de cuentas | Yuta Okuyama |
| Planificador de cuentas | Yu Kato |
| Realizador | Shohei Goto |
| Director de fotografía | Ryo Ishida |
| Gaffer | Keisuke Kamiyama |
| Productor ejecutivo | Hisaya Kato |
| Productor | Kazuki Sato |
| Director de producción | Hisato Yamada |
| Director de producción | Yasueda Shinsuke |
| Jefe de decorados | Naoyuki Hashimoto |
| Productora | Magenta Wall Design |
| Make-Up Artist | Maehara Rina |
| Responsable de vestuario / estilista | Yamada Naoki |
| Coordinator | Shingo Sato |
| Postproducción | Qtec |
| Montador | Hayato Kai |
| Montador | Takuya Yokoyama |
| Montador | Norichika Kuroda |
| Colorista | Masahiro Ishiyama |
| Flame Artist | Katsunori Ota |
| Producción de sonido | Otoco |
| Mixer | Hiromine Tanaka |
| Audio Village / Sound Studio Producer | Shotaro Tsurumaru |
| Mixer | Akira Osabe |
10. AIG Japan / #TackleTheRisk
| Título | #TackleTheRisk |
| Agencia | TBWA\HAKUHODO |
| Campaña | #TackleTheRisk |
| Anunciante | AIG Direct |
| Marca | AIG Japan |
| Fecha de primera difusión/publicación | 2017 / 3 |
| Sector Empresarial | Seguros |
| Medio | Televisión |
| Duración | |
| Productora | AOI Pro. Inc. |
| Responsable de la creación | Kazoo Sato |
| Director creativo | Takahiro Hosoda |
| Responsable de conceptos / redactor | Hiroshi Yamazaki |
| Director artístico | Keisuke Shimizu |
| Director artístico | Yosuke Sugioka |
| Planificador de cuentas | Tetsuya Umeda |
| Planificador de cuentas | Kei Tominaga |
| Director de proyectos | Kei Kaneko |
| Director de proyectos | Isao Ricky Ishii |
| Director de proyectos | Mami Konisho |
| Realizador | Hisashi Eto |
| Productor de la productora | Shunsuke Nakamura |
| Productor de la productora | Takuma Iso |
| Director de producción | Makoto Tominaga |
| Cámara (persona) | Jonas Alarik |
