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.