With a high rate of financial illiteracy in Portugal, and with the recent examples of well-known banking institutions coming to an end, the Portuguese society built a strong and dark cloud of lack of trust and reliability around the banking sector: the institutions are perceived as corrupted and fraudulent while the banking operations are often seen as confusing and bewildering. However, in Banco Popular things are different.

This campaign was developed for the banking group Banco Popular, one of the players on the Portuguese financial market.

Body copy (Press #1 Automobile credit plan): "In Banco Popular we have clean, transparent and with no ploys automobile credit plans, with no surprise conditions or letters smaller than the eyes can read. We see a partner in every single customer, and that changes everything. Banco Popular, the bank for you."