3 Anuncios en las afueras
3 Anuncios en las afueras
Client
Client
ABANCA Insurance
ABANCA Insurance
Date
Date
Date
APRIL 2025
APRIL 2025
APRIL 2025
Project Description
Project Description
3 Advertisements on the Outskirts. A campaign that transformed the shelters of the Camino de Santiago into spaces of care, with signs offering everything from band-aids to thermal blankets. Because caring means being there, even when no one else is.
3 Advertisements on the Outskirts. A campaign that transformed the shelters of the Camino de Santiago into spaces of care, with signs offering everything from band-aids to thermal blankets. Because caring means being there, even when no one else is.
3 Advertisements on the Outskirts. A campaign that transformed the shelters of the Camino de Santiago into spaces of care, with signs offering everything from band-aids to thermal blankets. Because caring means being there, even when no one else is.
The Camino de Santiago welcomes thousands of pilgrims each year, many of whom arrive at the hostels with wounds, aches, or cold. Starting from this simple but powerful truth, ABANCA launched a campaign that transformed advertising posters into useful objects. Thus were born the 3 Announcements on the outskirts: items installed in hostels throughout the Camino that offered what is most needed at that moment —band-aids, thermal blankets, instant cold packs, or disinfecting wipes—.
From creativity, we turned a traditional medium into a tangible act of care. And from strategy, we did it right where it would have the most emotional impact: at the end of each stage of the Camino, when fatigue is strongest and the need most real.
A different way to say “here we are,” without talking about insurance, but acting as such.
The Camino de Santiago welcomes thousands of pilgrims each year, many of whom arrive at the hostels with wounds, aches, or cold. Starting from this simple but powerful truth, ABANCA launched a campaign that transformed advertising posters into useful objects. Thus were born the 3 Announcements on the outskirts: items installed in hostels throughout the Camino that offered what is most needed at that moment —band-aids, thermal blankets, instant cold packs, or disinfecting wipes—.
From creativity, we turned a traditional medium into a tangible act of care. And from strategy, we did it right where it would have the most emotional impact: at the end of each stage of the Camino, when fatigue is strongest and the need most real.
A different way to say “here we are,” without talking about insurance, but acting as such.
