The Drum Awards for Marketing - Extended Deadline

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Client: Santander
Date: Jan 2018
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Boston-based Santander, one of the country’s top retail and commercial banks with over 650 branches principally located in the Northeast and serving more than 2.1 million customers, is bringing respect back to banking and reaffirming its customer promise in a new integrated campaign, 'Respect Adds Up.' Santander understands that respect is critical in every customer interaction, product, and service, and the campaign depicts just that.

'Respect Adds Up' launches with 'Piggy,' a brand-differentiating 60-second story, created in partnership with global creative studio Framestore, featuring a family pet - a piggy bank - that has gone missing. The campaign will be supported on Santander’s social channels, as well as featuring OOH, radio and digital ads.

Within this mix will be a second, product-based campaign that touts proof-points that demonstrate how Santander shows respect for its customers, their time and their money like easy-to-use mobile banking options and simple checking account features that waive the monthly fee. This secondary campaign includes a series of online videos that uses a tongue-in-cheek approach to address the customer promise that has been somewhat forgotten, but that Santander is committed to.

Credits

Agency: Arnold Worldwide

James Bray - Executive Creative Director - Arnold Worldwide

Sam Mullins - Creative Director, Art - Arnold Worldwide

Justin Galvin - Creative Director, Copy - Arnold Worldwide

James Bray - Copywriter - Arnold Worldwide

Spring Clinton, Emily LaPierre - Producers - Arnold Worldwide

Ed Castillo - Planner - Arnold Worldwide

Angela Herbst, Erika Gammon, Stephanie Barnes - Marketing - Arnold Worldwide

Tina Meade, Priscilla Patterson - Project Management - Arnold Worldwide

Jamie-Lyn Gaudet - Business Affairs - Arnold Worldwide

Framestore - VFX

Rattling Stick - Production Company

Whitehouse Post - Editorial Company

Music: “Home" written by Simon Steadman and Charlton Pettus

Vocal arrangement - Future Perfect

SANTANDER, “RESPECT ADDS UP” – “DON’T GET SURPRISED” (Pole, Fleece, Hose, Jack)

Agency: Arnold Worldwide

James Bray - Executive Creative Director - Arnold Worldwide

Sam Mullins - Creative Director, Art - Arnold Worldwide

Justin Galvin - Creative Director, Copy - Arnold Worldwide

James Bray - Copywriter - Arnold Worldwide

Spring Clinton, Emily LaPierre - Producers - Arnold Worldwide

Ed Castillo - Planner - Arnold Worldwide

Angela Herbst, Erika Gammon, Shaye Ellis - Marketing - Arnold Worldwide

Tina Meade, Priscilla Patterson - Project Management - Arnold Worldwide

Jamie-Lyn Gaudet - Business Affairs - Arnold Worldwide

Hungry Man - Production Company

Hutch Co. - Editorial Company

Brickyard - VFX

CO3 - Color Company

Beacon Street Studios - Music

Mike Secher - Mix and Sound Design - Soundtrack