Brief:• To acquire new clients/funds and modernise the image of the bank.

Solution:During a live Soccer World-Cup programme, Julen Lopetegui (Barcelona ex-goalkeeper) fainted. The video of the faint circulated extraordinary on YouTube, but nobody knew why he fainted.

Some months later, Banco Gallego reveals the answer with the campaign “Why Lopetegui fainted” and gives the players’ name to its latest product: LOPETEGUI DEPOSITResults- New clients: 132%/objectiveNew funds current clients: 157%/objective- The main economy newspapers in Spain (Expansión) dedicated a full page with the headline: BANCO GALLEGO REINVENTED FINANCE ADVERTISING”