We simulated the first page of a newspaper, replacing the headlines and the texts. All the information on McCann became headlines conquering the attention of the special readers–bank directors that would decide the bid. In the context, we pointed out the qualities of our media tools, creative performance, the efficiency of our strategic planning, among others, preserving the paper’s original layout.

We think this is a winning case because, above all, it proves that creativity in media doesn’t always result in large investments. In this case, investments were minimal with the maximum result, since Banco Santander is positioned among the 5 largest advertisers in the Brazilian financial market.