Finanzas Para Todos

Banco de España2024

The Banco de España wanted to talk about money with whoever was passing through the square.

Financial Education Day is the occasion on which the Banco de España and the CNMV, through their Finanzas Para Todos programme, explain everyday saving and spending to the public. The Seville edition was taken out of the auditorium and into the square at Las Setas, chosen for its foot traffic and its family atmosphere, from ten in the morning until two in the afternoon and with an audience of whoever happened to be walking past. The whole day ran on a fictional currency. You earned it by moving through a giant trivia game in which the participants were the counters on the board, by exchanging currencies with a collector or by signing eleven players on a budget of ten thousand euros, and you spent it on mini football, mini golf, a block-building game and a mini market of three marquees selling stationery, accessories and clothing. Every family carried its own passport and the activity leaders acted as guides around the circuit. Whiteblock Events produced it from start to finish: the seven activities, the marquees, the sound with a DJ, the signage and the event website, setting up from seven in the morning to open on time at ten.

The brief

The Banco de España wanted to take World Financial Education Day out onto the street. To talk about personal finance with whoever was crossing the square, not with an audience seated in an auditorium. That called for a spot with heavy footfall and games that could be understood in seconds. The Finanzas Para Todos brand already existed, with its three symbols and the slogan Identifica, planifica, decide (identify, plan, decide). Our job was to produce the day, give it physical form in the square and take care of the video that captures it.

The staging

We set the day up in the open square beneath Las Setas in Seville, with the timber lattice as a roof. The games were spread across white gazebos with the name printed on the valance: Minimercado (mini-market), Juega con bloques (play with blocks) and El 11 ideal (the ideal eleven). Each gazebo took one of the brand's three symbols and its colour: green step, blue cross and orange circle. In the Minimercado, an orange counter carried the slogan Identifica, planifica, decide. In Juega con bloques there were coloured wooden blocks for building towers. In El 11 ideal, a screen showed the line-up each person picked from a laptop.

On the street

The staff team wore beige caps and white T-shirts with the three symbols and the word Staff on the back. They ran each gazebo, explained the games and served at the Minimercado. There the gifts had prices on a handwritten sign: felt-tips, biros, notebooks, tote bags, caps, bottles and money boxes. The money boxes were glass piggy banks and everything was kept in kraft cardboard boxes. A small football pitch with branded barriers and coloured squares on the ground completed the circuit. Families with pushchairs, children with blocks in their hands and adults stopping at the tables passed through the square.

The video

We made the video with our network of collaborators: La Huella Studio shot it; Alex del Campo edited and graded it. The result is a four-and-a-half-minute aftermovie on the Whiteblock YouTube channel. The cut moves through the gazebos, the mini-market and the football pitch. It alternates close-ups of hands and blocks with staff talking to camera. It closes with the Finanzas Para Todos title over the glass piggy banks. From the same footage came a vertical version under a minute long, now in the carousel on our website. It ends with the group photo beneath the lattice and the Whiteblock logo against the sky.

Screens

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