The creative concept was developed using a play on the word FUTURE. In external media the word is presented back to front so that it can only be properly read from inside the branch. This achieves communication of the message of clarity for the future that is received in the branches of 'la Caixa'.Future (written back to front) Come in and you'll see it more clearly.The mailing maintains the 'wordplay' using transparent paper on the envelope which hides the word Future, so that it can only be read when opened.Today you can see more clearly (envelope closed).Today you can see your future more clearly (once opened).

The results has been spectacular. In just two months the following results have been achieved:1.15% increase in market share (from 8.39% to 9.54%).23.3% growth in capital: 471 million euros.