Start “El Viaje” alongside Bankinter: the importance of choosing a good companion to truly go far

We premiere “El Viaje” (The Journey), the new campaign for Bankinter Corporate Banking, our first collaboration as a creative and strategic partner.

Under the concept “If we are a bank for you, you have a whole bank for you,” the campaign, which is also Bankinter Corporate Banking’s first on television, focuses on affinity as a condition for building a relationship capable of generating true involvement. When growing is no longer just about doing it faster, but about arriving better.

In this context, the relationships between companies and their strategic partners acquire a new dimension. It is no longer just about offering solutions when they are needed. It is also about sharing a way of understanding the business.
 

From bank to travel companion

 
That is precisely the territory that our creative team and Bankinter have explored in the new campaign. The brand starts from a clear conviction: only when a shared vision exists between bank and company is it possible to build a relationship of real guidance.

A relationship that goes beyond a specific transaction or a concrete financial need. A relationship based on understanding the company’s goals, accompanying it in its decisions, and moving forward in the same direction.

The campaign conveys this idea through a universal metaphor: “El Viaje.” Because the life of a company is also full of unexpected detours, new destinations, moments of uncertainty, and stages of growth.
 

A road movie on two office chairs

 
To represent this shared journey, the campaign resorts to the visual language of road movies. An entrepreneur and a Bankinter advisor traverse different landscapes on two office chairs, one of the most recognizable elements of the corporate environment. Converted into a narrative vehicle, the chairs visually convey the idea of movement, evolution, and guidance.

Throughout the journey, the advisor accompanies the entrepreneur at every stage of the way. She is present when doubts appear, when new opportunities arise, and when achievements arrive. And it is precisely in this relationship where the central message of the campaign materializes.

Because when it comes to going far, the destination matters.

But also who travels by your side.
 

When the idea found its form

 
Developed together with the production company Garage Films and the Norwegian-born director Eivind Holmboe (Salmon), in a shoot that took them through different places and spaces of the Spanish geography. The soundtrack is an original composition by Toni M. Mir, from Trafalgar 13. For its part, the print campaign was carried out by photographer Javier Díez.

The campaign has been active since last June 9 on television, digital media, offices, and outdoors, bringing the same idea to all touchpoints: the importance of choosing a good travel companion.