Tesoro Público challenged us for its bicentennial: to create a campaign that highlights investments in Treasury Bills — on both an individual and collective level.
At the agency, we found a clear insight that became the foundation of the campaign: our society has values that define us, and values that have changed everything… The Values of the Treasury.
That’s how “THE VALUES THAT UNITE US” was born.
Client
Tesoro Público
What we did
Institutional campaign
Where it lives
Multichannel campaign (online and offline)
Sector
Public and institutional
A deeply emotional campaign that moves through time (past, present, and future), showing everything Treasury Bill investments have contributed to society — and all that can still be achieved.
“With the Treasury’s values, you win — and we all win” is the line that closes and sums up the idea.
The campaign includes an audiovisual spot that emotionally highlights what makes us unique as a society, plus a graphic component that unites society around shared values. Its distribution was highly positive and broad, covering TV, press, and digital media.
