The retirement of the owner of a family business opens a particularly delicate stage. It is not just a matter of replacing the person in charge: it is necessary to decide who is willing to assume responsibilities, preserve the accumulated knowledge or guarantee the continuity of a project on which workers, suppliers and clients depend.
The bank appears as the support that accompanies the transition
Banco Sabadell has placed that moment at the center of “Being one of those who do”, its new advertising campaign. Through the history of Panaderías Centeno, the entity portrays a process of generational change in which different profiles of the company must decide what to do now that the owner retires: take a step forward, assume the future of the business and take decisions from the field of intentions to the field of facts, or not.
The campaign reinforces Banco Sabadell’s positioning as a bank specialized in companies and committed to those who drive economic activity. In this case, the entity appears as the support that accompanies the transition process and facilitates the decisions necessary to maintain the business to become a reality.
Thus, “Being one of those who do” is a short film that presents the company as a group of people with different functions who share a common objective. Given the retirement of the owner, each one must consider what role they want to assume and to what extent they are willing to get involved in the next stage of Panaderías Centeno.
The campaign thus contrasts two attitudes: thinking and talking about what could be done, or making the necessary decisions for the project to move forward. The creative concept is built on this difference, with which Banco Sabadell vindicates those who put ideas into practice. In this sense, the entity is not presented as the protagonist of the story, rather it is the companion who understands the complexity of the transition and provides the necessary support to organize the process.
With this campaign, Banco Sabadell once again places the focus on its business clients: people who promote projects, generate employment and contribute to the advancement of the economy. The will to do is seen as a shared territory between the bank and the companies it provides services to.
The positioning also connects with the origins of the entity, founded by 127 businessmen who aspired to create a bank aimed at the best companies. “Being one of those who do” recovers that historical connection and transfers it to a contemporary challenge: facilitating business continuity when the time comes to pass the baton.
The idea has been developed by the creative agency OriolVillar and produced by Roma. It also has photographs by Bastiaan Woudt and Mariano Herrera.
The media plan began on June 18 and will have a presence on television, cinema, outdoor advertising, radio and digital platforms.
