Nubank promotes urban activations focused on financial education

São Paulo, December 2, 2025 – “Poupança” has been one of the most popular resources for Brazilians to save money, but there are more profitable and equally safe financial opportunities. As a way to help people reflect on these possibilities in practice, Nubank will use public spaces to illustrate a comparison, presenting the benefits of its Caixinha Turbo (Turbo Money Box), an option for saving money with returns of up to 120% of the CDI (Interbank Deposit Certificate rate) and immediate liquidity, created to recognize and value those who concentrate their finances in Nubank. 

The campaign unfolds in spaces such as public transport, stairs, and even Christmas trees, using figurative language to broaden people’s perspective on how to save their money in a simple and easy-to-understand way.

“Since their creation, the Caixinhas (Money Boxes) have played an important role in the financial journey of millions of customers. For those who still don’t know the product, we want to show in a simple way how everyone can benefit from this form of return, with the security and reliability of all Nubank products,” says Isabela Abbês, Nubank’s Marketing Director.

Conceived by Wieden+Kennedy SP, the campaign takes place in the cities of São Paulo, Rio de Janeiro, Belo Horizonte, Salvador, Recife, Porto Alegre, and Curitiba, in strategic locations that maximize reach, visibility, and attention retention. In São Paulo, for example, an installation with two sizes of Christmas trees at the Pinheiros station illustrates the benefits of Nubank’s Caixinha Turbo, which can yield up to 120% of the CDI. In other points of the station, such as on screens inside the train cars, the message is reinforced. At the Consolação subway station, comparisons about how much money yields in each modality are illustrated on an escalator and a fixed staircase.

“The world of finance is full of acronyms, percentages, and indices that end up making the subject complex for a part of the public, restricting access to many financial solutions. Through simple visual comparisons, our campaign seeks to make tangible the superior return of the Caixinha Turbo clearly and intuitively, bringing the brand closer to our audience’s daily lives,” explain Romero Cavalcante and Pedro Gabbay, creative directors at W+KSP.

Rio de Janeiro will also receive personalized communications. The VLT (Light Rail Vehicle) that circulates in the Central and Port regions will be customized with graphics illustrating the comparison between Poupança and the Caixinha Turbo. In the other cities, buildings and outdoor pieces bring the same logic, helping to reinforce the message and lead the public to reflect on their finances. The campaign was planned 100% for out-of-home media, exploring all the visibility, reach, and retention of people.