Bed sheet billboards

In 2015 Banco Caja Social had a new goal:

To help low-income families progress by bringing them into the banking system with tools that taught them how to improve their lives through a savings account.

These families believed that saving money was for the upper classes. We wanted to change that mindset by showing them our products in a totally different way.

Most of their houses are on the mountain side, and their laundry lines are highly visible from highways and different points of the city.

A perfect platform to promote the bank’s savings account plans, where traditional advertising doesn’t exist by transforming their terraces into a new media space for us and a new way of income for them.