Find your reason to smile

An ad campaign for cash loans.


To deliver a nationwide ad campaign for cash loans featuring Justyna Kowalczyk.


We developed a comprehensive communication platform for Santander Consumer Bank. The platform will feature a number of product campaigns, with the cash loans campaign being the first one.

We used the slogan “Find your reason to smile” to address the reason that makes customers smile, goals behind loans, the benefit It brings. We addressed the viewers directly and encouraged them to figure out what their own reasons to smile are. Santander Consumer Bank elicits smiles with its wide range of bank products, which we showed symbolically with smiley emoticons above our heroes’ heads.

The central heroine of the commercial is the brand ambassador Justyna Kowalczyk. Her well-known, spontaneous and characteristic smile made a perfect complement to our concept.

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