Grey Argentina and its client, Itaú, the largest private bank in Latin America, joined forces recently to create a revolutionary pension delivery system for its elderly clients, the most at risk during the COVID-19 crisis.
Historically, Argentina has been a “cash culture” because people couldn’t rely on or trust electronic banking. When the pandemic hit, millions of retirees lined up to receive their monthly pensions, exposing themselves to the virus despite the lockdown. Their choice was stark: risk their lives to go out to the bank or stay home with no money.
The bank and agency took on entrenched cultural habits and the governmental, financial and legal establishment, believed to be impervious to change. Time was of the essence with lives at stake.
“I feel we broke through the ‘this cannot be done’ mentality. We transformed banking into a more humane service in record time,” said Carolina Belzunce, marketing manager of Itaú. “This innovation normally would have taken years to accept. When we hit obstacles, Grey convinced us that it was worth continuing.”
In less than a month, Itaú and Grey developed a unique home delivery system of microflow transportation and identification verification. Older clients make a phone request and receive their pension in cash at home. The invention is upending long-held traditions of the Argentine financial system and ushering in new ways of banking across Latin America. Fifty thousand seniors in Buenos Aires kicked it off.
Diego Medvedocky, president of Grey Argentina and chief creative officer of Grey Latin America, said, “This is not a communications strategy, it is a powerful solution to a business and societal challenge. We’ve changed banking forever, serving seniors and saving lives.”
This video outlines the pension delivery initiative.
CreditsClient Itaú Argentina Agency Grey Argentina Diego Medvedocky, president of Grey Argentina, chief creative officer, LATAM; Hernan Kritzer, Alejandro Devoto, Lisandro Cardozo, chief creative officers; Rodrigo Greco, Mariano Gamba, creative directors; Gaston Gual, art director; Alex Romero, copywriter; Pablo Molina, head of production; Negro Ibanez, producer. Production Company La Doble Martin Donozo, director; Adrian Aspani, Vero Pascual, exec producers; Luis Stafolani, postproduction; Seba Mega Diaz, editor. Sound Porta Studio Color Anahi Piccinini. Music Papamusic
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More