People do not make financial decisions only out of convenience, but based on what they want to build. Behind every goal there is a purpose that is not always visible, but is felt as a constant weight. In a category that speaks from the product, Produbanco understood that it had to speak to real people\u2014entrepreneurs, young people, families\u2014who seek to move forward and value brands that understand what drives them, not just what they need to contract.
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The campaign transformed the intangible into tangible by using boxes as a metaphor for the purposes each person carries. Each box represented a dream, a goal, a reason to move forward. In this way, opening a digital account stopped being a banking procedure and became the first step to accompany what truly matters. Produbanco positioned itself as a bank that not only offers services, but helps carry what moves people.
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Brief Las personas no toman decisiones financieras solo por conveniencia, sino por lo que quieren construir. Detr\u00e1s de cada meta hay un prop\u00f3sito que no siempre se ve, pero que se siente como una carga constante. En una categor\u00eda que habla desde el producto, Produbanco entendi\u00f3 que deb\u00eda hablarle a personas reales \u2014emprendedores, j\u00f3venes, familias\u2014 […]<\/p>\n","protected":false},"author":2,"featured_media":297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[26,3,10],"tags":[12,13,11],"class_list":["post-186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecuador","category-proyectos","category-quito","tag-ecuador","tag-produbanco","tag-quito"],"acf":[],"_links":{"self":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/comments?post=186"}],"version-history":[{"count":0,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/186\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media\/297"}],"wp:attachment":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media?parent=186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/categories?post=186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/tags?post=186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}