The Homeowners
Carlos Martinez Avellaneda
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Posted Oct 8, 2025
For Aruba Bank’s 100th anniversary, I crafted The Homeowners campaign — connecting generations of proud homeowners through emotion and legacy.
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Feb 11, 2025 - Jul 17, 2025
THE HOMEOWNERS
Mortgage Campaign
In the context of Aruba Bank’s 100th anniversary, we didn’t just celebrate the past, we built a legacy for the future. Rooted in Seth Godin’s concept of tribes, the campaign created an emotional connection between generations of proud homeowners, while inviting new ones to join this unique community.
By combining aspirational storytelling with tangible Centennial benefits, The Homeowners surpassed expectations in reach, in emotional impact, and in lead generation.
