Nubank launches campaign to celebrate positive impact on the lives of its 85 million customers

São Paulo, October 2, 2023 – Nubank, one of the largest digital financial services platforms in the world, launches today, at the opening of Jornal Nacional on TV Globo, its new marketing campaign that celebrates its more than 85 million customers in Latin America and the company’s first decade of history. Developed by the agency Wieden + Kennedy São Paulo, the film references Nu’s numerous possibilities, taking inspiration from the company’s app format. A version of the song “Agora Só Falta Você” by Rita Lee accompanies the film, reinforcing the invitation for more people to get to know the brand.

The piece shows how the company follows and is present in the lives of millions of customers in various day-to-day situations, from leisure to work to the simplest routine tasks, offering a world of endless possibilities and autonomy for each of them. Nubank is the country’s fourth-largest financial institution in number of customers.

“From the credit card launched nearly ten years ago to an international multi-product platform, Nu has accompanied millions of customers on their journeys. We have reached an important moment in the brand’s maturity, evolving according to the new needs of our growing base with over 85 million users in Latin America, and today, we offer a world of N possibilities for each of them. With this campaign, we want to celebrate these people and show the transformative role of Nu in their lives,” says Juliana Roschel, Nubank’s marketing director.

Produced by Stink Films and directed by Douglas Bernardt, the film recreates the Nubank world, where the app window serves as a pathway for people to have a calmer, more organized, and time-efficient life. The soundtrack complements the message. It represents the Nubank revolution, freeing people from bureaucracy and monotony. “We contribute to a lighter, more fun, and uncomplicated financial aspect of life. This is an invitation for people not yet part of the Nubank world to join this uncomplicated journey,” explains Renan Molin and Charles Faria, creative directors of Wieden + Kennedy São Paulo.

The media strategy includes open TV, digital media, out-of-home, and influencers. The brand will demonstrate its reach on social networks using the theory of six degrees of separation to prove that everyone knows someone who is a Nubank customer. 

Check out the complete campaign film