Alfa Bank / The Tower

The bank with the highest ambitions in Belarus is launching a new general-purpose loan with a high approval rate. The target audience is families: just as free in desires, but somehow limited by budget.

Target group analysis shows the key insight:

"Anything for the benefit of the family"

"Even if they sponge off"

"Even if… They do" .

The output includes a video, a long-form Internet visual, and an outdoor firewall.

The campaign was inspired by the famous traditional Spanish human towers known as “Castells.”