A large blank and “wasted” canvas marks the beginning of Bankinter’s new creative territory, focused on the potential and use of talent and ideas. With the help of the LLYC agency, the bank enters a new stage of its advertising discourse to encourage its clients, whether individuals or companies, to continue moving forward.

The first materialization of this new communication platform is a canvas 15 meters high and 21 meters wide installed in a building on Ortega y Gasset Street, in Madrid. Only the company logo and two messages are shown on a white background. One prays: “We wasted 320 square meters of canvas so you can see what it means to have potential and not take advantage of it.“. The other points out: “You have the potential, take advantage of it“With this, creativity is aligned with the use of the useful space of the support to send the message that potential only makes sense when it is taken advantage of.

In this sense, Bankinter is positioned as the ideal bank to accompany its clients in the development of their financial potential, helping them to make the most of their resources, make decisions with perspective and move forward with them in the different stages of their life or in the development of their business projects.

“Potential”, as Bankinter has called the campaign, connects with a way of understanding banking that has been present in the company’s positioning in recent years. As the brand explains in a statement, its philosophy is based on non-conformity, the aspiration to progress and ambition understood in positive terms. He ensures that his desire to improve and go further translates into the purpose of helping clients make better use of their financial potential.

Beyond outdoor advertising, the message was also carried out in the press, with pages in economic and general media; sector publications and content on social networks. In all these media, creativity maintains the same minimalist approach and invites the public to value their talent, ideas and abilities to continue progressing.

Original Bankinter post on Instagram

As Bankinter advances, the creative concept around potential will provide a common and recognizable communication line to its next marketing and advertising initiatives, consolidating a new positioning for the brand. He ensures that it is a flexible idea, capable of adapting to different audiences, products, businesses and channels.

“The platform was born as a transversal concept with a vocation for permanence. It is designed to extend beyond advertising campaigns and serve as a framework for other areas of commercial communication and customer relations.“, they explain from the company. “With this new line, Bankinter evolves its advertising communication, maintaining some of the features that have characterized its career.”.

“Potential” is LLYC’s second work for Bankinter after the launch of “The Journey”, the campaign launched in June by Bankinter to publicize the Companies business. Both works mark a new era in the company’s communication and a certain reinforcement of Bankinter’s creative presence, somewhat diluted in recent years after the success of “The bank that sees money as you see it.”