Banco BPM was one of the first credit institutions to equip themselves with a manifesto and put the ESG approach into practice by issuing new products and services. For Banco BPM we designed the creativity of the internal ADV communications, OOH, institutional and business campaigns. With the corporate message “ A sustainable world is in everyone's interest” we moved away from the theoretical narrative of competitors, to a more concrete one in keeping with the DNA of the Bank. The message of the consumer campaign “Being green is good for everyone” focused on the innovative concept of convenience (also economic) of a sustainable and inclusive approach.