BCP is the leading bank in Peru—a country with high crime rates. Every day, the bank receives thousands of customer complaints related to theft. People are constantly aware of their own safety and take precautions accordingly, but their methods are often far from effective. In this context, the bank wanted to deliver a simple message: We understand how important your safety is—and unlike personal methods, ours are more effective.

The creative idea was strategically based on a common social behavior in Peru: when someone withdraws money at an ATM, a friend or relative often covers them to prevent others from seeing their PIN or how much money they’re taking out. Because people could instantly relate to the situation, the message resonated with BCP’s target audience—its clients.

To make the campaign feel even more authentic and relatable, it was shot in a casual, natural style—with no professional lighting—capturing the scene as if it were a real moment on the street.