Bankia / Mercado de Valores Humanos

In times of uncertainty, worry, and fear, as stock markets (“mercado de valores” in Spanish) around the world were plummeting, we realized that there was one market on the rise: the market of human values (“mercado de valores humanos”).

Initially, the lockdown led to an increase in solidarity, empathy, responsibility, commitment, and tolerance.

Therefore, we developed an algorithm capable of measuring these sentiments in real time and reflected it on Bankia’s website by replicating stock market indices. The campaign was launched alongside a commercial to introduce it, achieving unprecedented recognition and results for the brand.