BancoSol’s 'Galeón' Trades Sales Pitch For Solidarity

In the midst of Bolivia’s deepening political and economic uncertainty, BancoSol has released a powerful new commercial titled “Galeón” as a cinematic metaphor for perseverance, unity, and resilience. Unlike many financial institutions doubling down on product promotion, BancoSol charts a different course with emotional connection and national gratitude.

The film pays tribute to the entrepreneurs and everyday workers who continue to propel the country forward, even as inflation, instability, and social unrest test the nation’s resolve.

“The campaign deeply connects with our essence: we are a purpose-driven bank committed to those who believe in and create a better future every day; entrepreneurs whose strength, courage, and resilience are our inspiration,” said Verónica Gavilanes, General Manager of BancoSol.

Adriana Canedo, National Head of Advertising and Branding at BancoSol, added, “‘Believe to Create’ is a campaign that recognizes those who sustain the country’s economy through their work and dedication. It is an invitation to look toward the future through collective effort. The insight ‘After every storm, the sun always comes out’ is a metaphor of hope, resilience, and creation. Because only those who believe can create the country we deserve.”

Henry Medina, Chief Creative Officer, also noted, “Instead of using these resources to sell more bank products through commercial advertising, the client chose to send a message of support to society and back those who are truly the driving force of our country during such a challenging time. That’s real commitment beyond profit.”