Banco Provincia del Neuquén's #AcaTambien campaign, created by Humo Rojo in 2019, repositioned the regional bank as a modern, agile partner for Neuquén
How Banco Provincia de Neuquén Repositioned Itself for a New Argentina
The #AcaTambien campaign is an institutional film initiative created by Humo Rojo for Banco Provincia del Neuquén, launched in Argentina in November 2019, designed to reframe the regional bank as an agile, forward-looking institution actively supporting Neuquén entrepreneurs and the broader economic development of the province.
Banco Provincia del Neuquén, known across Argentina as BPN, had been engaged in an internal modernisation process for several years before the 2019 campaign surfaced publicly. The brief handed to Humo Rojo was to make that internal transformation visible — to communicate the bank's evolution not through abstract corporate language but through authentic, grounded storytelling that would resonate with the working and entrepreneurial population of Neuquén. The campaign's hashtag title, rendered in Argentine vernacular as #AcáTambién, translates broadly to "here too" — a declaration that the innovation, ambition, and energy present across contemporary Argentina was equally alive inside and outside BPN.
The campaign rolled out in two distinct phases across the Argentine market. Humo Rojo first deployed a series of teaser video pieces, each offering partial frames of the forthcoming hero commercial, building anticipation without revealing the full creative. One week after the teasers ran, the complete institutional film — the centrepiece of the #AcaTambien campaign — was released. As reported by LatinSpots, the campaign was formally listed on December 10, 2019, making it one of the final significant Argentine banking creative releases of that year. The crossmedia structure extended beyond film, incorporating radio, digital content, and a dedicated landing page featuring testimonies from local Neuquén entrepreneurs, giving the campaign both broadcast reach and digital depth.
Humo Rojo identified a clear strategic gap. BPN operated in a regional Argentine banking market where national institutions such as Banco Nación, Banco Galicia, and Santander Argentina commanded the dominant share of public awareness and media investment, according to a June 2019 market presentation drawing on data from Argentina's central bank, the BCRA. In that environment, a provincial bank could not compete on scale — but it could compete on specificity, on the credibility that comes from genuine local rootedness.
The consumer insight driving #AcaTambien was that Neuquén's entrepreneurial class neither felt seen by the large national banks nor believed those institutions understood the particular economic rhythms and ambitions of the province. BPN had the heritage and the local presence to own that positioning, but its existing communications had not yet made the case convincingly. The repositioning campaign was therefore not a complete strategic break, as documented by LatinSpots, but an acceleration and public crystallisation of a modernisation process that had been under way internally for years.
The crossmedia architecture — film, radio, digital, and a testimonial landing page — was a deliberate choice by Humo Rojo to demonstrate the bank's own modernity through the form as much as the content. An independent crossmedia agency building a crossmedia campaign for a bank claiming to be crossmedia-ready was an act of strategic consistency. The Argentine banking sector context added further urgency to the timing: per BCRA data cited in a June 2019 market presentation, total system deposits in Argentina stood at approximately ARS 2.363 trillion, reflecting a large and fiercely competitive deposit-gathering environment in which differentiation at the regional level required more than product claims. It required a repositioned identity.
Luciano París directed the hero commercial for #AcaTambien, working with production company Sfy Media to realise the campaign's visual and narrative ambitions across the Argentine market. The film was built around the idea that modern energy, entrepreneurial drive, and institutional support were not separate forces — they were already present in Neuquén, already intersecting at BPN, and the bank's role was to be a visible, active partner in that story rather than a passive financial backdrop.
Director of photography Flavio Dragoset brought a contemporary visual language to the production, one that avoided the stilted, aspirational iconography typical of the Argentine banking category in favour of something more immediate and observational. Post-production was handled by Curry Productora, while the campaign's sonic identity — a consistently underestimated element in institutional banking work — was developed by Machete Música, as documented by LatinSpots. The combination of considered cinematography, purposeful post-production, and original music gave the film a craft density unusual for a regional Argentine bank campaign.
Tata Varela, General Manager and founder of Humo Rojo, spoke directly to the ambition of the execution in remarks reported by LatinSpots, stating that the team set themselves the challenge of producing "revolutionary executions, creatively and strategically, not only for Neuquén but also for the banking category." Joaquín Fernández, Partner and Executive Creative Director at Humo Rojo, led the creative direction alongside Varela, while Roberta Ghiglioni, Marketing Manager at Banco Provincia de Neuquén, stewarded the campaign from the client side. Executive producer Emiliano París completed the core production leadership team. The layered teaser-then-reveal structure further demonstrated that the creative ambition extended beyond the film itself into the campaign's release architecture.
No independently verified audience reach or performance metrics for the #AcaTambien campaign are publicly available at the level of impressions, brand-lift scores, or direct commercial outcomes. This is consistent with standard practice for institutional campaigns produced for regional Argentine banks, where post-campaign measurement data rarely enters the public record.
What the structural evidence does confirm is that the campaign achieved meaningful industry recognition within Argentina's creative and communications sector. As reported by LatinSpots, the work was covered as a notable example of regional banking creativity at a moment when the Argentine market was absorbing the pressures of a turbulent macroeconomic environment. The phased teaser-then-reveal deployment — a tactic borrowed from larger-budget entertainment marketing — demonstrated a sophistication in media planning that was atypical for provincial banking in Argentina in 2019.
The Clapboard Score for #AcaTambien is 63 out of 100, reflecting a campaign that demonstrates genuine strategic coherence and creative craft within the constraints of a regional brief, while falling short of the executional distinctiveness that would move it into the upper tier of global financial-services advertising. The score is consistent with work that is well-considered and culturally grounded but limited in its ability to transcend its geographic and category context. For BPN, however, the campaign's primary value was always local — and within Neuquén, the case for its effectiveness rests on the clarity of its repositioning logic and the credibility of its entrepreneurial framing.
#AcaTambien is an institutional film campaign created by Humo Rojo for Banco Provincia del Neuquén in Argentina in 2019. It was designed to reposition BPN as an agile, modern partner for Neuquén entrepreneurs. The campaign ran across film, radio, digital, and a testimonial landing page, launching with teasers before releasing the full commercial.
Humo Rojo, an independent crossmedia agency based in Argentina, created the #AcaTambien campaign. The agency's founder and General Manager Tata Varela and Executive Creative Director Joaquín Fernández led the creative work. The film was directed by Luciano París and produced by Sfy Media, with post-production by Curry Productora and music by Machete Música.
BPN had been undergoing internal modernisation for several years before 2019. The campaign made that transformation publicly visible, positioning the bank as an active supporter of Neuquén's entrepreneurial community. Operating in a competitive Argentine banking market alongside national institutions such as Banco Nación and Banco Galicia, BPN needed a differentiated, locally credible identity.
#AcáTambién translates from Argentine Spanish as "here too." The phrase positioned BPN as a bank where modern innovation and entrepreneurial energy were already present inside the institution, not just in broader Argentine society. It reinforced the campaign's core argument that Neuquén's ambitions were matched by BPN's evolving capabilities and commitment to the province.
Humo Rojo built a phased crossmedia structure: teaser videos ran first, revealing partial frames of the hero commercial, followed by the full film one week later. Radio, digital content, and a landing page featuring local entrepreneurs' testimonies extended the campaign's reach. As reported by LatinSpots, the approach was designed to demonstrate BPN's modernity through its campaign architecture as much as its content.
The #AcaTambien campaign by Banco Provincia del Neuquén receives a Clapboard Score of 63 out of 100. The score reflects genuine strategic coherence and strong cultural grounding within a regional Argentine brief, while acknowledging that the campaign's reach and executional impact remain bounded by its provincial scope and limited public performance data.
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