One single heartbeat
Grupo Bancolombia is one of the leading financial institutions in Latin America. More than 18 million customers and 33,000 employees in Colombia (Bancolombia), Guatemala (BAM), El Salvador (Banco Agrícola) and Panama (Banistmo). It might seem that these stratospheric figures distance this massive structure from its customers. But appearances can be deceiving.
For this transnational and macro entity, the micro and the everyday are the engines that drive its machinery guided by this mantra: Good (profitable) business is good (for everyone).
How do we manage to transmit this reality in an effective and credible way considering the not exactly positive image that people have of banks?
Each bank had to move from addressing its customers to connecting with them, from being paternalistic, omniscient and only rational, to being closer and more emotional.
What did this human touch translate into?
Into a scientifically proven truth, which Bancolombia could appropriate.
Grupo Bancolombia, and all the actions it undertakes through its banks, demonstrates that it’s interested and moved by the same thing that interests, moves and keeps people awake at night. This harmony of thought causes the hearts of Bancolombia and its customers to merge, as if they were singing the same melody, the same beat, a singular Bum Bum.
Three slammers composed a six-handed poem that tells why bank and clients beat in unison and integrates different stories of real people who exemplify all that the institution does to make this synchronised heartbeat possible.
This poem is illustrated with equally delightful images that embody the message perfectly. Together, image and word touch anyone who sees or hears them.
There are no actors in this campaign. All of the protagonists are real and part of groups such as Bancolombia Diversa, Bus escuela, Compañía de Danza Teatro Mayor Julio Mario Santo Domingo, Fundación 1+1, Páramo Snacks, Late Chocó, Filarmed, Fundación SIDOC or Asociación de Mercados Campesinos de Calarcá.
It didn’t stop there: we were also in charge of defining the pieces that would take their message to television, press, cinemas, OOH media, radio, digital media and social networks.
A massive and ambitious task that translates into a campaign for a bank that doesn’t talk about banks, money, or investments, but about heart, emotions and what banks should be all about:
making sure each person can fulfil their goals and go wherever their heart takes them.
Director: Ida Cuellar - DoP: Carlos Feher - Music: Simon Smith - Production company: Mi Productora
Photography on location: Leila Méndez
Slammer's poetry: LucíaOrozco, Lady Arzayus and Cristian Romero - Poetry coordinator: Adriana Corredor