The Diamond Segment was Banco Popular's older-adult customer base: pensioners the bank needed to reconnect with emotionally, first through a pandemic, then back in the physical world. The work ran for three years, across multiple events and more than five campaigns. The traditional financial-fair format was exactly the thing to break.

As Creative Director, Storytelling Director and Copywriter, I led an insight-led body of integrated campaigns designed around the daily life of older adults: habits, emotions, stories, cooking, health.

During the pandemic we built the Digital Pensioners' Fair as a multidisciplinary programme 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.