Cambiá la cara - Coopeservidores | Clapboard Ad Archive
Cambiá la cara, the 2017 anniversary campaign by Coopeservidores and Leo Burnett, leverages the universal language of facial expressions to reframe the emotional narrative around Costa Rica’s financial sector. Marking 60 years of the brand’s presence, the work breaks from the heavily rational, benefit-driven communications typically seen in banking and finance to focus instead on the transformative power of a positive customer experience. Drawing from the brand’s enduring claim of Somos gente ayudando gente, the campaign trades in literal demonstrations of product or policy for symbolic storytelling, urging audiences to adopt a new, more optimistic perspective on financial services through the simple act of smiling. This approach sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit category, harnessing the exaggerated visual device of the changing face as a proxy for satisfaction and well-being rather than transactional gains. Instead of detailing offers or dissecting rates, the film medium heroizes the emotional turnaround that Coopeservidores claims to inspire in its clients, inviting participation in an upbeat transformation that goes beyond numbers to speak directly to the heart. The campaign’s accessible Spanish-language execution ensures broad resonance, while the central creative idea consolidates the brand’s positioning as a trustworthy, people-first cooperative invested in the quality of life of everyday Costa Ricans. With over 148,000 views, Cambiá la cara signals a strong moment of engagement, securing visibility for the campaign’s message of financial empowerment delivered with joy and approachability. The campaign earns 60/100 in Clapboard’s global creative archive. For a sector frequently characterized by transactional reassurance, Cambiá la cara is proof that tapping into universal emotions with a simple visual metaphor remains a potent way to build trust and differentiation in finance.
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