Arriving last, with more in the box.

Oriental was the last major bank on the island to add ATH Móvil, the dominant person-to-person payment service.

A catch-up announcement would have reminded everyone how late it was.

We paired ATH Móvil with People Pay and launched both as El Combo, a more complete payment proposition.

A teaser-to-reveal structure built around an oversized orange box gave the launch its own moment.

• Led the project and the campaign from structure through launch.
• Planned the rollout across radio, print, out-of-home, social, customer communications, branches, the intranet, and ATM and live-teller screens.
• Developed the work Spanish-first, then built the English version to keep the idea intact.
• Oversaw production with agency and media partners.