It’s been said that nothing is more personal than money. Fact is, people accrue different amounts of it for different reasons with different sets of goals. Santander believes it’s important for a bank to respect that – to appreciate that each customer deserves a unique solution. So, if no two people’s financial status is the same, then surely their piggy banks can’t possibly look the same either.

In this second iteration of the brand’s anthem, we follow a woman who trains and raises money for a marathon. Upon finishing the monumental achievement her piggy continues on, belly full of donations, and heads directly to a children’s hospital. Because for her, prosperity is defined more by what she gives than what she keeps.