'Always new challenges'

Transversal was commissioned to design and develop an advertising campaign for the launch of Catalunya Caixa, a bank resulting from the merging of the old Caixa Catalunya, Caixa Manresa, and Caixa Tarragona, under the general slogan of "Always new challenges". The main instrument of the campaign was an ambitious television spot, launched on 21 November 2010. This was a high quality production including filming in different real settings. Few spots of this level are currently made, or with such a cinematographic approach. The local region was emphasised and it was shot in areas of the different territories of the founding banks: places like La Pedrera in Barcelona, the monastery of Sant Benet de Bages and the Roman amphitheatre in Tarragona were key scenes in some of what was presented.

The agency responsible for the campaign’s strategy and creative idea was Pauta Estratègies de Comunicació, part of Grup Transversal. The spot was filmed by the production house Ovideo and directed by Alejandro Toledo, known internationally. The production involved five days of filming with a protagonist who travelled from London, the well-known Australian actor Simon Burke, as well as 22 secondary actors and up to 100 extras. The music was composed especially by the composer Francesc Gener.

Three versions of the spot were made, of 10, 30, and 60 seconds in duration, and broadcast on all national television channels in Spain at prime time. The spot formed part of the communication campaign of Catalunya Caixa, under the slogan "Always new challenges". This was a complete campaign including mass promotion of the brand all over Spain through different media and channels.