People don't trust banks like they used to. So when Santander asked for a campaign to tell everyone how passionate and committed they are to supporting UK businesses (which they are, by the way), we knew we had a tricky task on our hands.

 

The solution? Instead of getting Santander to sing their own praises, we travelled the UK meeting their customers, and let them do the talking instead.

 
The result was a nationwide press campaign, backed up by online films, and deepened with an actively-managed LinkedIn group.Their customers loved the approach, and they weren't the only ones. Soon after our ads broke, many major banks had followed suit and put out their own versions.