In order to convey a closer and more authentic message, the spot and the photographs of the advertisements have been recorded entirely in our clients' facilities. This commitment to proximity aims to reflect the joint effort between the ICF and Catalan companies and entities to promote projects with a high social and economic impact.

For this new campaign, the message focuses on what customers have, not on what they lack. We wanted to emphasize everything that clients already have (ideas, desire, talent and projects), while highlighting everything that the ICF can offer them (support, experience, knowledge and, obviously, credit). This change of perspective seeks to vindicate the strengths of the business and social fabric of Catalonia, giving visibility to their potential and the resources they have to move forward.

The campaign, in addition, makes an unprecedented deployment. Apart from television, radio, written and digital press, social networks and Rodalies stations, the ads will also reach new spaces such as the AVE, streaming platforms such as Netflix and Amazon Prime and even road signs. This strategy seeks to achieve greater visibility and reach a diverse and wide audience.

The campaign will be complemented by three testimonials from three ICF clients who promote, precisely, industry, sustainability and social housing projects: Meleghy Automotive, Centre Natació Mataró and Vimusa (Sabadell's municipal housing company).

In the videos, the heads of these companies explain how the ICF has helped them to promote their projects, highlighting the fundamental role of public promotion banks in the development of the Catalan economy.