Spanish millennials have grown up suffering with the economic crisis and blame it on the banks. (71% would rather go to the dentist than listen to commercial proposals coming from banks). In addition, Santander Bank is perceived as one of the oldest in Spain, and the average age of its clients is around 50 years In 2017, Santander launches the 1|2|3 SMART Account, offering not only financial benefits but youth-oriented services and experiences. In a context of indifference and rejection regarding the financial sector, a bank needs to sell a product to a key audience that

does not even want to listen to them.

In the near future, where it is possible to buy and sell experiences, Lucía (Adriana Ugarte) decides to sell some of her experiences to enrich herself. Surrounded by luxuries that we all wish we had, she discovers where her own balance lies and gets the audience to think: what's worth more? Money or experiences?

A 17' sci-fi thriller directed by a famous Spanish director, Kike Maillo, and starring Adriana Ugarte (the star of the latest Almodóvar film) Was promoted and distributed in the media like any feature film. With its own trailers and posters in all possible media and formats, including television and radio interviews with the protagonists. The film was screened in 14 Spanish cinemas, distributed on 5 TV channels, and is available on Spain's 2 main VOD platforms (Movistar + and Yomvi). In addition to being available online in the same website where you can join the account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast of the trailer and the posters of the film) and of the diffusion phase attracting millennials in a massive way.