Santander has launched its new purpose-led campaign, created by WCRS as part of an Engine team. In a first for a UK bank, Santander has turned to user-generated content to form the bulk of the campaign assets.

By using footage organically created by real people, Santander hopes it can reflect the richness of everyday life and speak to customers in a more authentic way than could be achieved with a glossy, highly polished campaign.

The new campaign represents the public launch of Santander’s purpose: to help people and businesses prosper. The advertising explores what prosperity means for the bank’s retail customers, the businesses they work with and the communities they support, showcasing the Santander products and services that help them get a little bit more out of life.