Banco del Pacífico - "Senior Economy"

Paradais DDB

Paradais DDB Guayaquil, Ecuador

5475

Title	Senior Economy
Agency	Paradais DDB
Campaign	Senior Economy
Advertiser	Banco del Pacifico
Brand	Banco del Pacífico
Date of First Broadcast/Publication	2023 / 6
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Tagline	Reintegrating senior adults into the workforce in an inclusive and innovative matter
Story	Ageism affects more than 1.3 million senior adults in Ecuador. The stigma that productivity decreases with age, puts their valuable experience at a disadvantage and causes them to withdraw from the workforce despite their continued potential to contribute. Banco del Pacífico as a leading financial institution wanted to address social issues, including ageism and unemployment among seniors, and positively impact the communities they serve. For this reason, they sought to transform the perception of seniors from a burden to an untapped market and created The Senior Economy. A new economic model that collects the work experience of senior adults for the purpose of determining its value and selling it as a service to struggling businesses.
Media Type	Case Study
Length	129 seconds
Chief Creative Officer	Agustín Febres-Cordero
Chief Strategic Officer	Ricardo Medina
Executive Creative Director	Lupas Celis
Account Director	Maria José Pástor
Creative Director	José Serrano
Creative Director	José Reinoso
Art Director	Daniel Gabela
Graphic Designer	Sebastián Pulla
Copywriter	Gabriela Ortíz
Copywriter	Eduardo Hernández
Editor	Christopher Valdiviezo