Belinda and Nu join forces to reinvent finances… and tattoos

Mexico City, February 26, 2025 – Nu México announced a collaboration with superstar Belinda, who became a tattoo artist in “Tinta Nu” the latest brand activation carried out by Nu. The activation is tied to the launch of “Toma la decisión Nu” (Make the Nu Decision), a campaign that unites personal reinvention with the power to make better financial decisions.

According to multiple studies, one in four tattooed people regret at least one of their tattoos. With this in mind, Nu opened its own tattoo studio, Tinta Nu, where people can cover up the tattoos they regret. The message is clear: you can always change your mind and opt for a smart choice, whether about a tattoo or your financial decisions. It shows that everyone deserves a second chance to make a smart decision, a Nu decision.

“Just as each tattoo tells a unique personal story, our finances also reflect the decisions, dreams and achievements that shape our lives,” comments Paulina Juaristi, Marketing Director of Nu México. “Making the Nu decision (Tomar la decisión Nu), means changing current choices, but also adopting a more conscious mentality that encourages us to achieve our goals and live with greater security and peace of mind,” she adds.

“Financial decisions, like any other decision, can be transformed. It doesn’t matter what you have decided in the past, what’s important is that today you have the opportunity to do better. With Nu, we want to inspire people to take control of their financial well-being and show that there is always a second chance to make a smart decision, a Nu decision” explains Belinda.

An immersive experience

Beyond the film, Nubank has also prepared an immersive experience in Mexico City on March 1st by opening the “Tinta Nu” Studio in the city’s Roma Norte neighborhood, where visitors can immerse themselves in the campaign´s story: just like tattoos can get covered and changed, there’s always a better decision to be made. A social media call has been opened for Nu’s customers who want to cover up tattoos they regret during this live experience. 

Behind the scenes

“Toma la decisión Nu” campaign assets are directed by Fran Colombatti and produced by Landia, the “Tinta Nu” video is directed by Salvador Espinosa and the immersive Tattoo Studio experience is produced by Bomba production house. The campaign’s media strategy includes digital media, out-of-home advertising, and influencer marketing. 

For more information, photos and videos of the campaign, click here