Luchadores

The “El Banco de los Luchadores” campaign turns the ordinary into the extraordinary by placing everyday heroes at the center: an elderly woman at her market stall, a cook behind the counter, and a man on his daily commute. All of them appear wearing lucha libre masks—an iconic symbol of Mexican culture—reimagined here as a metaphor for effort, resilience, and pride.

The concept is as simple as it is powerful: all Mexicans fight every day. On the street, on public transport, or at work, the fighting spirit is always with us. Through this narrative, Bankaool—under its Bien Mexa platform—positions itself as the bank that not only understands this struggle, but also recognizes and supports it.

This message gains even greater strength with the official sponsorship of the Consejo Mundial de Lucha Libre (CMLL), the most emblematic institution of this sport-spectacle in Mexico. In this way, the campaign connects the ring with everyday life, celebrating both the legendary figures of lucha libre and those who, outside the ring, also fight their own battles every single day.