Mibanco, Peru’s leading microfinance bank, has a mission to drive financial inclusion — not just through loans, but through opportunities. So when a law impacted estibadores — a historically excluded yet essential workforce for commerce — an opportunity to support them appeared in their carts. Instead of launching a traditional campaign, Circus Grey and Mibanco transformed their work tools into a powerful new way to generate income and access to the formal financial system. 

The Humble Cart: Now a Powerful Mobile Ad Platform. 

Famous

Carts are the primary tool estibadores use to move goods across Peru’s busiest markets. While visible everywhere, the people operating them often remain invisible to the formal financial system and government. Simultaneously, brands constantly seek high-visibility, culturally relevant media. This is where EstibADores came in: Circus Grey and Mibanco united these two realities, transforming estibadores’ carts into a dynamic new advertising medium. What was once a simple work tool became a triple win: income and financial inclusion for estibadores, plus a highly cost-efficient media channel for brands. This innovative model, combining physical labor with brand exposure, empowered informal workers to become media owners. For Mibanco, it opened a new channel to reach potential clients and open accounts. Ultimately, this transformation turned overlooked workers into a scalable media network, sparking a national conversation about those who keep Peru’s economy moving. 

Effective

• + 6.5 Million weekly impacts

• 62% More cost-efficient than static outdoor

• + 30% Profit than before the law for estibadores