to be santander

In late 2020, amidst the ongoing pandemic and its economic and social impacts, Santander, Portugal's largest private bank, wanted to reaffirm its role in supporting the country’s economy, families, and businesses. The bank launched a campaign emphasizing its values of humanity, closeness, responsibility, and solidarity. The campaign centered on the concept "My bank should be like me," showcasing different ways the bank fosters trust, proximity, and practical solutions, ultimately building deeper connections with people.