SELFISH MILLIONAIRES.

In Peru, big bank prize draws had a credibility problem. Banks could promise millions of soles, but there was one thing they couldn’t show: the winners. For security reasons, their identities had to remain private. And if nobody could see who had won, the obvious question was: Was anyone actually winning the million? For Banco de Crédito del Perú, one of the country’s most trusted banks, this was a business problem. If we wanted people to keep saving, opening accounts, and believing they could win up to one million soles, we had to make the prizes feel real. So we decided not to hide the winners. We hid their identities. We created a series of TV spots featuring real winners enjoying their new lives as millionaires. There was just one rule: we could never show their faces. Instead, we hid their identities behind the most unexpected objects: a snorkel, a paper bag, a medieval knight’s helmet, and anything else that could keep them anonymous. The limitation became the idea. Because we didn’t need to show who had won. We just needed to show what their lives looked like after winning. So we turned what seemed like a barrier not being able to show the winners into our strongest proof that the prizes were real. We didn’t show the winners. We showed what they won.