From Here To There - Proximity Portugal
Banco Espirito Santo
Issue 12 | September 2009
Agency
Proximity Portugal
Creative Team
Creative Director: Nuno Duarte, Art Director: Rute Sousa, Copywriter: Pedro Neves
Other Credits
Account Director: Inês Melo, Account Executive: Sofia Ascenso
Date
2009
Background
Banco Espirito Santo in Portugal and Credit Lyonnais in France did a deal whereby neither would charge for any money transfers between accounts held in the two banks. For migrant Portuguse workers living in France, it meant they could use Credit Lyonnais facilities to send money home.
Idea
For many migrant workers, earning enough to support themselves and their dependants back at home is often tough and this was recognised in the line of the pack addressed to them, “Money is hard to make here but not hard to send there.”
It was a letter of two halves, one from Credit Lyonnais, one on BES paper, symbolising the two now acting as one.
Results
The campaign is just unfolding.
Our Thoughts
I can’t find fault with this piece. While it doesn’t make me want to run around the agency showing everyone like the Dodge job did, I would have felt I had cracked the brief if I had come up with this idea. It’s solid and smart and communicates its point very easily.