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Bruno Pinasco is one of Peru's most recognizable TV personalities. The funny thing is that he hasn't changed in years. Not his look, not his style, not even his personality.
So when BCP wanted to position its exchange rate platform as the smartest and most convenient way to exchange money, we decided to do something Bruno would never do: change.
Through a series of unexpected and increasingly ridiculous transformations, Bruno experimented with looks, styles and versions of himself that clearly didn't suit him.
The campaign used humor to reinforce a simple message: not every change is a good one.
Unlike Bruno's transformations, BCP's exchange rate is the change that actually benefits everyone: safe, fast and available 24/7.