Fiare Banca Ética Break and celebrate.

Fiare Banca Ética is Spain’s leading social economy bank. It was born 10 years ago with a clear purpose: to prove that banking can be a tool for social transformation, at the service of people and the planet. In a context of distrust toward the financial system, Fiare offers a real alternative to other banks. Fiare only finances what drives change. No fine print. And that seemed to us a safe value to anchor our positioning strategy on.

The company placed its trust in us at a key moment in its evolution, to help them connect with a new generation of entrepreneurs who prioritize positive impact. To do so, we created a visual and narrative identity aligned with collective, ethical values. We detected an excess of reason and a lack of emotion: 80% head, 20% heart. The challenge was to create a story that would move people without losing force, connect deeply and avoid the sector’s traditional codes. To get there, we dove into the insight of the new entrepreneur.

We decided to start at the beginning. Just like that 2008 image of stock exchange employees shredding documents on Wall Street. So we shredded hundreds of traditional banking documents and contracts, as a symbol of renewal. And loud and clear, the new Fiare Banca Ética manifesto was born. A statement of intent that celebrates everything we do want banking to stand for.

A 360 campaign designed to inspire and to project its philosophy inward and outward. A comprehensive strategy featuring a film that adds that extra dose of emotion.

All of this was accompanied by social media pieces and an explanatory landing page reaffirming Fiare’s position as a leading ethical bank in Spain.

And an event. Well, three. In Barcelona, Madrid and Bilbao. Bringing together people, member organizations and clients for a day that combined reflection, culture, humor and gastronomy, to celebrate the tenth anniversary with this perfect-10 campaign.