Cannes Lions
DON, Buenos Aires / ICBC / 2013
Overview
Entries
Credits
Execution
Because a bank that believes in the future, proved its promise with a specific action.
Outcome
More than 300 families received an unexpected additional joy with their child’s birth: a fixed deposit of $1000 pesos. Some were clients of the bank, others were not, but all of them established a new bond with ICBC that will never be forgotten.
The most popular news programs in Argentina covered the event in different hospitals all around the country.
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