The Problem
Santander wanted to connect with young people and position itself as the bank that supports their future, especially their ideas. But talking to thousands of students and entrepreneurs at once required more than just a traditional message. It needed to be something they could literally take with them.
The Insight
Young people don’t just want support, they want recognition. They want to feel seen, valued, and empowered.
Young people don’t just want support, they want recognition. They want to feel seen, valued, and empowered.
If Santander was truly a bank for their ideas, it had to prove it by celebrating not just the ideas—but the people behind them.
The Story We Told
At TEDxJoven Montevideo, we transformed over 2,000 students and entrepreneurs into luchadores de ideas— ideas worriors
Each participant was scanned and turned into a custom 3D-printed miniature figure, creating a physical representation of their role in defending and promoting ideas.
It wasn’t a giveaway. It was a metaphor made tangible. The message “Santander is a bank for your ideas” became something they could literally hold in their hands.
At TEDxJoven Montevideo, we transformed over 2,000 students and entrepreneurs into luchadores de ideas— ideas worriors
Each participant was scanned and turned into a custom 3D-printed miniature figure, creating a physical representation of their role in defending and promoting ideas.
It wasn’t a giveaway. It was a metaphor made tangible. The message “Santander is a bank for your ideas” became something they could literally hold in their hands.
The Outcome
Every participant left the event with a one-of-a-kind figure of themselves, immortalized as a fighter for ideas.
The activation created a powerful emotional connection and positioned Santander as a brand that genuinely champions young visionaries.
More than just a bank—it became their ally in making ideas real.
Every participant left the event with a one-of-a-kind figure of themselves, immortalized as a fighter for ideas.
The activation created a powerful emotional connection and positioned Santander as a brand that genuinely champions young visionaries.
More than just a bank—it became their ally in making ideas real.
Esta idea fue premiada con una Gran Campana de Oro (2013) en el rubro Marketing Directo.