Invisible Soledad Campaign - Addressing Elder Loneliness | Clapboard Ad Archive

Invisible Loneliness

Description

Invisible Loneliness, launched in Spain in November 2019, is a powerful integrated campaign by BBK and the ad agency LLYC that confronts the urgent issue of elderly isolation within the finance industry context. Centered around a poignant and hyperrealistic sculpture titled The Last Person to Die in Loneliness, created by Mexican artist Ruben Orozco and modeled after Mercedes, an 89-year-old woman from Bilbao, this campaign serves as a visceral reflection of the loneliness epidemic affecting senior populations. Highlighting alarming statistics such as the 16.6% of people over 60 living alone globally and over 31% in the European Union, the campaign echoes the World Health Organization's declaration of loneliness as a 21st-century epidemic, with significant consequences on the physical and mental health of the elderly. BBK’s initiative aims to generate societal awareness and motivate institutional action toward alleviating unwanted solitude among seniors. Utilizing a single impactful media asset, the campaign effectively combines emotional storytelling with a call to action, driving engagement through the hashtag #BBKInvisibleSoledad and the dedicated platform invisiblesoledad.com. The campaign underscores BBK’s commitment to social responsibility by addressing a critical, often overlooked social challenge, fostering empathy, and advocating for comprehensive proposals to combat elder loneliness at both community and policy levels, thereby positioning the brand as a compassionate leader in social finance.

Credits

Client

BBK

Agency

LLYC

Executive Creative Director

David González Natal

Creative Director

Julio Alonso Caballero

Strategic Planner

Pablo Hernández De Urrutia, María Olivares Aires

Account Management

Asier Sannio Ormazabal

Pr Team

Pilar Torner, María Arocha

Art Director

María García, Eugenia Mas

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Campaign Proposition

The campaign “Invisible Loneliness” by BBK addresses the critical and often overlooked issue of social isolation among the elderly, positioning the brand as socially conscious and committed to fostering awareness and action on this public health concern. By highlighting loneliness as “the epidemic of the 21st century,” BBK extends its value proposition beyond traditional financial services to emphasize its role as a responsible community partner advocating for vulnerable populations, particularly seniors who are physically and emotionally affected by isolation. Strategically, the campaign employs a powerful narrative and visual approach by commissioning a hyperrealistic sculpture titled “The Last Person to Die in Loneliness,” created in the image of an 89-year-old woman from Bilbao. This tangible and emotive representation humanizes abstract statistics—such as the 16.6% of elderly individuals living alone in the UN data—to create a visceral connection with the audience. The campaign’s insight lies in recognizing that loneliness among older adults is both a social and health crisis that often goes unnoticed; by making loneliness visible through art and storytelling, BBK engages not only the general public but also institutional stakeholders. The use of integrated media consolidates the message in Spain’s socio-cultural context, aiming to spur collective awareness and institutional responses. Thus, the campaign merges social responsibility with brand identity, leveraging narrative and empathetic design to deepen BBK’s relevance within the finance sector while addressing a pressing societal challenge.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign hinges on a symbolic creative device: the hyperrealistic sculpture of “the last person to die in loneliness” personifies the invisible crisis afflicting the elderly in Spain and wider Europe. Instead of narrativizing an individual’s story arc or overtly demonstrating a product/solution, the campaign leverages the powerful metaphor of sculpture-as-epidemic to viscerally depict isolation, provoking societal reflection. All narrative cues emphasize making the invisible problem visible through potent, physical symbolism, matching format #3 exactly. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Manifesto - Swissquote | Clapboard Ad Archive — archive collection thumbnail

Manifesto - Swissquote | Clapboard Ad Archive

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Embracing Change - Irish Life | Clapboard Ad Archive — archive collection thumbnail

Embracing Change - Irish Life | Clapboard Ad Archive

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Happy Times - Digital Finance International | Clapboard Ad Archive

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The Hack - Hiscox | Clapboard Ad Archive — archive collection thumbnail

The Hack - Hiscox | Clapboard Ad Archive

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