BCP builds trust through street-inspired safety campaign by TBWA Peru

When people don’t feel entirely safe, they come up with their own ways to protect themselves. And that’s exactly the inspiration behind this campaign: Guardians of the ATM—a tribute to street smarts, memes, and those everyday behaviors so common in Peru.

Based on real actions observed across the city, the bank portrays those anonymous individuals who instinctively look out for one another in front of an ATM.

All with a clear promise: at BCP, safety is taken more seriously. This is reflected in the bank’s broader efforts to support its customers—through ongoing cybersecurity education, practical tips to prevent fraud (such as the “cambiazo” scam), and advanced protection tools via the BCP Mobile Banking app. Always aiming to stay one step ahead to earn and maintain trust.

Guillermo Ramos, Art Director, TBWA Peru: “We saw on the streets what data doesn’t always capture: how people literally watch each other’s backs when they go to the ATM. And we realized the bank’s role isn’t just to provide a service—it’s to show that BCP is really there, taking care of you.”

This campaign isn’t just about security. It’s about trust. About how a need creates habits—and how those habits, no matter how absurd they may seem, reflect exactly what people expect from their bank.