Openbank by Santander | You're Smart Like That​​​​​​​
In 2025, Santander Bank launched Openbank in the United States, marking a major expansion into digital banking. As Brand Strategy Lead at Dentsu Creative, I helped develop You’re Smart Like That—a campaign that flipped the script on traditional banking by celebrating customers’ financial savvy rather than just touting features.
With bold illustrations by Luci Gutierrez and a distinctive brand voice, we created a visually striking, insight-driven campaign that ran across ESPN, Netflix, Amazon, Google, and key out-of-home placements. Powered by dentsu’s Merkury and deep audience research, the campaign delivered a full-funnel strategy blending brand and performance marketing.
By putting the customer at the center, You’re Smart Like That positioned Openbank as a fresh, confident player in the U.S. digital banking space.
OLV/CTV
OOH                                                                       Paid Social
🏆 RECOGNITION & AWARDS 🏆

Best Financial Ads of The Month (AdForum)
Ad Spotlight (Little Black Book; eMarketer)
Credits

Brand: Santander US
Agency: Dentsu Creative
Illustrator/Artist: Luci Gutierrez
Account Management: Eleanor Solomon, SVP; Phillip Gross, Sr. Director; Meagan Blaire, Account Supervisor
Creative: Dave Reger, ECD; Todd Brusnighan, GCD; Jen Wood, GCD; Daniela Montañez, CD; Suzy Jackson, Sr. CD; Tori Dubray, ACD; Luzalma Gonzalez Ruiz, ACD
Strategy: Diane Epstein, EVP; Rachel Bradshaw, VP; Katie McKenna, Director