During the COVID pandemic, Bankinter rose to become Spain’s second most visible bank through an idea known as “Bankinter, the Bank that Sees Money the Way You Do.” A two-minute, limited-run commercial became an anthem for the country, but the campaign also used a very clever creative idea to literally make people feel they were part of the currency.  Without question, the message resonated with the pride of the Spanish people, particularly during a crisis, and the visibility of Bankinter grew by nearly 1000% during the second week of the campaign.