CaixaBank unveils its new advertising campaign, emphasizing the importance of staying faithful to core values

We are more than a bank. We are CaixaBank is the new slogan closing the television spots that begin broadcasting tomorrow

• Real people again take centre stage in the new campaign, following in the footsteps of the "Tú eres la estrella" and "Seguimos poniendo el alma" slogans associated with "la Caixa" and its welfare projects.

CaixaBank, presided over by Chairman Isidro Fainé and CEO Juan María Nin, will unveil a new branding campaign tomorrow, Sunday. The campaign emphasizes the importance of remaining true to core values, placing real people centre stage.

The campaign points to CaixaBank's fidelity to its founding values (reliability, leadership and social engagement) as the basis of its success in becoming Spain's leading bank, with 13 million customers, and Europe's largest bank-funded welfare program.

The campaign depicts CaixaBank's raison d'etre, based on:

• Fidelity to values, which represents the cornerstone of success for individuals, institutions, companies and any society.

• Real people at the heart of the campaign, and real people as the crux around which all the bank's operations revolve.

According to CaixaBank's Deputy General Manager, Jaume Giró, "the campaign accurately defines our positioning, using a message that focuses on fidelity to key values as a means of creating close ties with people and shaping our distinctive and socially engaged leadership".

"Our campaign places itself in the shoes of real individuals, of all ages and in a variety of circumstances, and focuses on what matters to them most: while everything else may change, true and personally held values are the only things that remain steadfast", says Jaune Giró.

The campaign aims to convey honesty, conscientiousness and proximity, using a credible tone and language. The television spots feature no actors, models or celebrities. All those who appear are real people in their real home or work environments.

The campaign follows in the footsteps of "Tú eres la Estrella", the "la Caixa" corporate slogan, and "Seguimos poniendo el alma", associated with welfare projects.

The spots close with the slogan "We are more than a bank. We are CaixaBank", which encapsulates the bank's position in a message that is powerful in its simplicity.