Nubank launches campaign inspired by Netflix series Wednesday, showing solutions for customers to take the next step in their finances

São Paulo, July 30, 2025 – Nubank announces its first campaign in partnership with Netflix. The initiative celebrates the premiere of the second season of the series Wednesday and introduces Littlefoot, an exclusive character inspired by the production’s universe. The story starring him highlights how Nubank’s products can help anyone achieve their goals in a practical and innovative way.

The partnership with Netflix solidifies Nu’s presence in the series and film territory, which already includes productions in the universes of House of the Dragon, Friends, and The Last Of Us, and others starring Tom Felton and Leslie David Baker.

The film follows Littlefoot, a charismatic foot with big dreams of being an actor, inspired by his idol, Thing. Despite numerous rejections and comical mishaps, Littlefoot’s luck changes when he discovers Nubank. With the help of the institution’s tools like Caixinhas (Money Boxes), Credit Card, and Pix no Crédito (Pix on Credit), he transforms his life and becomes a successful financial influencer.

With visuals and script approved by Tim Burton, the film is produced by Iconoclast and directed by Gandja Monteiro and Sabrina Duarte. Gandja directed two episodes in the first season of Wednesday and is also recognized for her work on series such as Paradise, Agatha Always, and The Witcher. The production also featured the participation of Victor Dorobantu, the official actor for Thing in the Netflix series. Emmy-winning makeup artist, Tristan Versluis, responsible for the conception of Thing in the series, also participated in the creation and development of Littlefoot. The filming took place in a studio in São Paulo, with external scenes in the capital’s downtown area.

“Translating my fiction experience into the advertising format was a synergistic exercise. Condensing emotion and narrative into a few minutes showed me that, even in a brand campaign, it’s possible to imprint an authorial vision – when there is space for invention and affection,” says director Gandja Monteiro. “This experience with Nubank opened a new perspective: advertising can also be poetic territory.”

Developed by Nubank’s internal creative team, in partnership with Netflix’s creative marketing team for brand partnerships, this is the company’s first campaign to air in two countries. In addition to Brazil, where the company already has over 104 million customers, the campaign will air in Mexico, a market where Nubank already has over 11 million customers.

“We always reflect on how we can go beyond expectations and surprise our customers. With this partnership with Netflix and Littlefoot’s story, we show that Nubank is by its customers’ side on different journeys, including the most fantastic ones,” says Juliana Roschel, CMO of Nubank.

“At Netflix, brands find the most engaged and passionate audience and, as this partnership with Nubank shows, they also discover creative ways to authentically integrate into the content our fans love. This collaboration not only expands opportunities for brands but also enriches the subscriber experience by combining entertainment with relevant messages,” comments Leo Khede, Senior Director of Advertising at Netflix for Latin America.

In Brazil, the campaign will be aired in different formats on Netflix’s ad-supported plan, such as Pause Ads and sponsorship, social media, and specific actions on Jornal Nacional. Other short films are also part of the communication strategy and highlight different Nu products. 

In out-of-home, near Av. Paulista, 900, a bus stop will be transformed by Littlefoot. Passersby at the address will be able to check out an interactive environment, with screens and a replica of the character.