Street-fronting ATMs make people feel vulnerable, so they come up with their own ways to protect themselves. This gave TBWA Peru and idea for a campaign that underlines BCP’s extra efforts to support its customers safety.

Part tribute, part humour, the campaign, Guardians of the ATM, features anonymous individuals who look out for one another in front of an ATM, each with BCP’s promise, “We take your safety more seriously”, added.

The campaign isn’t just about security. It’s about trust. About how a need creates habits – and how those habits, no matter how absurd they may seem, reflect exactly what people expect from their bank.

The bank’s broader efforts to support its customers include ongoing cybersecurity education, practical tips to prevent fraud (such as the “cambiazo” scam), and advanced protection tools via the BCP Mobile Banking app.

Guillermo Ramos, art director at TBWA Peru, commented, “We saw on the streets what data doesn’t always capture – how people literally watch each other’s backs when they go to the ATM. And we realised the bank’s role isn’t just to provide a service, it’s to show that BCP is really there, taking care of you.”

Credits:

Creative Agency: TBWA PERÚ
CEO: Pilar Dufour
Vice Presdient: Jorge Santibañez
Executive Creative Directors: Fernando Zagales & Juan Mesz
Creative Directors: Kevin Contreras, Daniel Saavedra & Víctor Luna
Copywriters: Renzo Chumpén & Jefferson Porras
Art Directors: Guillermo Ramos & José Roque
Brand VP: Jimena Gordillo
Executive Producers: Isabella Zolezzi & Dayra Tapia
Photographer: Alex Freundt

Client: BCP
Marketing Manager: Anna Lenka Jáuregui
Deputy Brand Strategy Manager: André Lésevic
Assistant Deputy Manager of Communications: Camila Encomendero