Mibanco - "The Emancipation Loan - Board"

Circus Grey

Circus Grey Lima, Peru

1308

Это объявление является частью "ACT Responsible Collection"

Бренд: Mibanco
Страна: Peru

Рекламодатель: Mibanco

Заголовок	The Emancipation Loan - Board
Агентство	Circus Grey
Кампания	The Emancipation Loan
Рекламодатель	Mibanco
Бренд	Mibanco
Дата первой трансляции/Публикации	2022 / 4
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
История	Peru is a most macho-minded country. For most Peruvian men, women should dedicate themselves to being housewives before thinking about fulfilling their dreams. Here, married women cannot access to credit to start a business without their husband's permission. So, millions of women in the country to be economically and financially dependent on their partners. Peruvian married women don't have financial freedom and the financial system is to be blamed. As an industry-wide policy, the signature of the husband is a mandatory requirement for women who ask for a loan. But, if the husband wants to control his wife's life, he simply need to deny his signature. This macho mentality policy exists because the banks assumes that women cannot support themselves. This mandatory requirement has as a consequence man forcing women to live in a total sexist control. A terrible situation that also causes physical and psychological violence against women. It mistreats their self-esteems and impedes them from fulfilling their dreams. A situation that needs to be changed.
философия	Mibanco changed its risk policies to consider all married women in the country as single, eliminating the husband's signature from the mandatory requirements to access a loan. We literally transformed the physical contract, deleting the space where the husband signature was. So that when a woman receives it, she will know that she doesn't depend on anyone to access to her financial independence. She now only depends on herself. With this brave move, Mibanco challenged the Peruvian banking system prioritizing the empowerment of women and their financial and social independence.
Тип медиа	Анализ ситуации
Длина	135 seconds
Международный главный креативный директор	Javier Campopiano
President & Chief Creative Officer	Diego Medvedocky
Главный исполнительный директор (CEO)	Zinka Mendoza
Главный креативный директор	Charlie Tolmos
President & Chief Creative Officer	José Luis Rivera y Piérola
Исполнительный креативный директор	Piero Oliveri
Копирайтер	Jose Rubina
Арт-директор	Daniel Marco Muñoz
Арт-директор	Francisco Ayras
Account Director Planning	Karem Ayin
Руководитель группы по связям с рекламодателями	Vilma Acosta Cantuarias
Global Head of Advertising	Maru Sokolowski
Продакшн Студия	Kubricks
Editorial & Finishing for Case Study Video	Milovan Radovic
Исполнительный продюсер	Julieta Koprivka
Продакшн Студия	Canica Films
Director of Film Production	Michelle Cassis
Звук	Agosto