We did it!
It was time to create a new campaign for the largest commercial bank in the Netherlands Antilles: MCB Bank, or Maduro & Curiel's Bank. The goal? To highlight their mortgages.
The challenge was, after 7 years, to create a new look & feel for MCB Bank’s mortgage department. They no longer felt that their branding suited the current times. The directive was to create a hip, on-trend, and captivating concept and to translate that into a TV commercial and offline media. How do you make mortgages fun? And how do you showcase that mortgages are for everyone? We are always ready to accept a challenge, so our creator Liz let her creativity run wild on this commission.
Everyone is welcome to apply for a mortgage at the MCB Bank. Diversity is key, so that was a driving factor in this assignment. How do you express that notion? Simply by painting a realistic picture. Receiving the surprising “approved” phone call, showing your daughter her new room, celebrating together, decorating the new kitchen. Whatever your circumstance may be, the MCB Bank wants to be your reason for celebrating. That’s why we opted for the payoff, “We did it!”, or in Papiamentu, "Nos a logra!".
We created a TV commercial, a radio commercial, social media posts, and advertisements with 6 scenarios that could resonate with anyone and feel familiar to all. Regardless of gender, religion, or circumstances. No discrimination, just acceptance. Of everyone. Enjoy the results below.