Nubank launches “Make it Count” positioning with a reinterpretation of a classic Legião Urbana song

São Paulo, March 2, 2026 – Financial stress shouldn’t take away the population’s peace of mind, but that is what happens most of the time. It’s no wonder three out of four Brazilians have already suffered from financial insomnia*. As part of its commitment to the relentless pursuit of solutions that make dreams possible and alleviate challenges, Nubank presents “Faz Valer” (Make it Count), its new positioning. 

The communication that makes the positioning tangible includes a reinterpretation of the classic song “Tempo Perdido” by the band Legião Urbana, and narrates the reality of people and their worries. By presenting the concept “we are tireless so you don’t have to be” as a brand truth, Nubank positions itself as a partner, understanding the urgency of the challenges and dreams of its audience. 

“We have a constant mission to know our customers in their different nuances. The new positioning reflects this and shows our relentless commitment to transforming people’s relationship with their finances. We want to give peace of mind back to customers and let them know they can count on Nubank to help with daily challenges through financial services like Pix on credit and Nu Limite Garantido,” says Juliana Roschel, CMO of Nubank. 

The campaign had its initial rollout on the night of last Sunday (March 1st) with a projection on the iconic Hotel Jaraguá building in downtown São Paulo. The featured phrase “3 in 4 Brazilians have already suffered from financial insomnia,” proposes a reflection on the distress of the “Sunday night syndrome.”

The main film debuts during the soap opera Três Graças, on Globo. Nubank anticipated the financial insomnia theme during Jornal Nacional, in the Nu Explica segment, preparing the audience for the official launch of the campaign and the company’s vision on the matter. The integrated communication was designed by Wieden+Kennedy SP, also responsible for the new positioning. 

“Since its founding, Nubank has stood out for its diversity of solutions that can lighten the weight of people’s routines and enable future needs and projects. The new campaign wants to reflect this support and how the company can be an ally,” explain Eddy Guimarães and Mihail Aleksandrov, Group Creative Directors at W+K SP. 

On its social media, Nu promotes a series that reinforces its role: being relentless so that its customers can rest. In three episodes, the audience will follow the humorous story of Sônia, “Insomnia”, who follows Beto, a Brazilian who loses sleep over financial issues. She haunts him until the moment he finds tools at Nu that bring the necessary relief to his routine. The series stars Letícia Lima and Leandro Ramos. 

*According to the “Serasa/Opinion Box” survey.