This MoneySuperMarket campaign uses Dame Judi Dench’s iconic squad to dramatize savings in a high-stakes race — Clapboard's Global Ad Archive.
Poupar no Banco CTT é um bom ponto de partida - Banco CTT | Clapboard Ad Archive
Launched in Portugal in 2024, the campaign Poupar no Banco CTT é um bom ponto de partida effectively underscores Banco CTT’s competitive savings solutions, positioning saving as a meaningful and empowering starting point for financial growth. Created by Havas Lisbon, this film campaign addresses a common consumer sentiment: the frustration that often accompanies saving, where efforts can feel stagnant despite good intentions. By reframing saving as a proactive journey rather than a mere act of setting aside money, the campaign seeks to engage disillusioned savers, inviting them to view their financial habits through a lens of optimism and potential. The choice of Vangelis's evocative music amplifies this narrative, creating an emotional resonance that aligns the act of saving with aspirations for a better future. This approach not only symbolizes the concept of a new beginning but also connects with viewers on a deeper level, suggesting that even modest savings can pave the way to significant financial security. With over 680,000 views, the campaign has garnered substantial visibility, aiming to raise awareness of Banco CTT's value proposition within a competitive finance market that includes major players like Millennium BCP and Caixa Geral de Depósitos. While engagement metrics such as likes remain modest, the campaign’s core message highlights the emotional benefits of saving, fostering a connection with the audience that transcends traditional banking communications. What Clapboard's taxonomy would classify as FORMAT#9—symbolize the benefit—positions the campaign as a creative endeavor that utilizes powerful music and a compelling narrative to convey the advantages of Banco CTT's offerings. Clapboard rates this 61/100 in Clapboard's global creative archive. This campaign exemplifies how financial institutions can inspire consumer confidence by shifting the narrative from saving as a chore to saving as a vital step toward achieving personal aspirations.
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