Trendy Elders
A body of work that reconnected Colombia's pensioners with their bank, from a digital fair in pandemic to a neighborhood park inside a financial fair.
Banco Popular needed to connect emotionally with Colombia's pensioners, first through a pandemic, then back in the physical world. The traditional financial-fair format was exactly the thing to break.
As Creative Director, Storytelling Director and Copywriter, I led a series of actions designed around the daily life of older adults: habits, emotions, stories, cooking, health.
During the pandemic we built the Digital Pensioners' Fair around wellbeing, education, entertainment, psychological support and digital transformation. Then we took it physical: a neighborhood park built inside a financial fair, emotional ecosystems connected to everyday life, from cooking to hypertension and diabetes care, everything designed specifically for seniors.
641,000+ visits and 215,000 unique platform users over six months of the digital fair, across 70+ activities. Brand love and brand perception rose significantly.
Experiential design changes identity, not just perception. Give people a role, and they stop being an audience and become a movement.
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Role: Creative Director, Storytelling Director & Copywriter · Banco Popular · INMOV