Check Center : Holiday Posters

For Check Center, a California financial services chain, "we decided to challenge the status quo in this rationally-driven category with a simple yet effective in-store poster approach," says al Punto Advertising AD Hernan Ibanez. "We differentiated the brand by speaking to the hearts and minds of the target in a fresh, relevant way." The holiday season campaign, "when people tend to wire money to families out of the country," features "an aesthetic treatment commonly seen on storefronts in Mexico," says Ibanez. South of the border "this may not be seen as art; but being far away from home, these posters take on artistic value as they work to evoke nostalgic memories of the real Mexico."