Santander’s new campaign wins the Entertainment Lions Grand Prix
Beyond Money by Santander, Madrid

Santander’s new campaign wins the Entertainment Lions Grand Prix

Cannes – The award-winning film was designed to promote 1|2|3 Smart, a new range of products and services targeted at Millennials.

Cannes – The award-winning film was designed to promote 1|2|3 Smart, a new range of products and services targeted at Millennials.

Beyond Money, created by marketing agency MRM//McCann, follows a woman called Lucia as she navigates a dystopian future in which people buy and sell personal experiences. Highly stylised and narrative-led, the 18-minute film aims to spark debate about the true value of money.

‘If you want to have an impact on your client’s business, you need to go beyond traditional advertising,’ says Miguel Bemfica, chief creative officer at MRM//McCann Spain. ‘Branded content is very powerful when done well, especially if your audience is Millennials.’

According to Santander, the campaign helped the bank to achieve its fastest sign-up rate in 160 years and 35% of its annual business goals in two weeks.

The Big Picture

  • As LS:N Global explored in our Faction Marketing macrotrend, consumers are increasingly immune to authenticity and interested in campaigns that blur the lines between fact and fiction
  • A similar campaign by investment management platform Wealthsimple taps into the Millennial approach to finance. Read our Briefing to find out more
Discover More Daily Signals
Cardi B joins formula brand Bobbie to fight feeding shame

Daily Signals

Cardi B joins formula brand Bobbie to fight feeding shame

Baby formula brand Bobbie has appointed rapper Cardi B as its new chief confidence officer in a campaign that redefines how parents navigate feedin...
Health And Wellness : Parenting : Marketing
Denmark launches national drive to close the gender health gap

Daily Signals

Denmark launches national drive to close the gender health gap

The Danish government is investing £18.7m (DKr160m, $21.9m, €21.4m) over four years to establish a National Centre for Research in Women’s Health –...
Health & Wellness : Women's Health : Policy
Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

Daily Signals

Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

British consumers are increasingly turning to hybrid beauty-wellness products, combining cosmetic and health benefits, according to new data from C...
Health And Wellness : Beauty : Statistic
Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Daily Signals

Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Italian luxury brand Moncler unites cinematic legends Robert De Niro and Al Pacino for Warmer Together, their first such collaboration. The series ...
Luxury : Fashion : Campaign
Stat: UK shoppers experience bargain hunting highs

Daily Signals

Stat: UK shoppers experience bargain hunting highs

According to new research from VoucherCodes, 86% of UK consumers experience a dopamine rush when they find a bargain, suggesting that sho...
Retail : Consumer Behaviour : Statistic
A new era for golf and hospitality begins as Mad Swans launches in the Mendips

Daily Signals

A new era for golf and hospitality begins as Mad Swans launches in the Mendips

Mad Swans, the innovative countryside destination by Longshot, has opened its doors on the UK's Mendip Hills, offering a fresh take on sports-...
Sports : Golf : Travel
Dutch Design Week 2025: kidult aesthetics and serious play

Daily Signals

Dutch Design Week 2025: kidult aesthetics and serious play

On a rainy day in Eindhoven, the design capital of The Netherlands, artists and designers showed us something that really makes us human, that sets...
Design : Dutch Design Week : Play
The Future Laboratory presents The Synthocene Era at TheIndustry.fashion summit

Daily Signals

The Future Laboratory presents The Synthocene Era at TheIndustry.fashion summit

At Nobu Hotel in Marylebone, London, TheIndustry.fashion’s Fashion Retail Reset Summit brought together global executives, industry experts and tho...
Fashion : Global Events : The Future Laboratory
Foresight Friday: Angus Cross, head of business development

Daily Signals

Foresight Friday: Angus Cross, head of business development

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Mobility : Fashion
Stat: UK regenerative coffee sales triple as climate pressures mount

Daily Signals

Stat: UK regenerative coffee sales triple as climate pressures mount

Regenerative coffee sales in the UK have nearly tripled in 2025, signalling a shift toward sustainability in the nation’s £3.6bn ($4.8bn, €4.5...
Coffee : Food : Statistic
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN