O Santander launches its first cultural product aimed at children, with the animated series ‘Dinheiro em Espies’, a co-creation between the agency f+e/cyranos, Gloobchildren’s channel Globo and the production company Animuz. With the aim of engaging children and parents in financial education through educational content, the action will transform real-life animals into playful characters. The animation is already on air and has six episodes of two minutes each, which will be shown on Gloob channels, Viva e GNT e no canal @MundoGloob no YouTube.
The episodes address specific topics on the principles of financial education for children, such as: Where does money come from; What are banknotes like; How to deal with a lack of money; Difference between wanting and needing; How to make your allowance last and Financial planning. The series had its scripts evaluated and approved by technical consultants specializing in communication and financial education for children.
Dinheiro em Species aims to bring money and how it is handled as close as possible to the routine of the Brazilian family, breaking taboos and making the subject casual and irreverent”, highlights Jos Almeida, director of the series and founder of Animuz.
Financial education in childhood is one of the common factors among countries with a high Human Development Index, ranking that Brazil occupies 87th place among 191 countries. To help build the foundations of a responsible relationship between children and money from an early age, and so that financial education can be better discussed between parents and children, Santander created this campaign.
Proper financial education for children is the basis for them to become adults with a healthy, balanced and responsible relationship with money. With the series, we contribute in a playful way to forming more aware citizens capable of making the best financial decisions in the future, and thus prospering, highlights Igor Puga, Marketing Director at Santander.
The main idea is to create content that generates immediate identification for parents and children, with situations that everyone has experienced at some point in their lives, such as managing lunch money, saving money to buy something important while avoiding unnecessary expenses, crowdfunding with friends, among others.
Co-creation is one of the most important pillars of Globo’s offering to the market. We put our expertise at the service of our partners so that, together, we can come up with ideas that take advantage of the strength of our content to deliver messages in a fluid and contextualized way. In this case, especially for children. A project that requires even more care and attention, and which demonstrates the credibility of brands and their agencies in the security and relevance of our channels and platforms for the Brazilian public, declares Cludio Paim, director of Advertising Products in Channels at Globo.
All the characters have unique personalities, with their unique way of speaking and interacting with the other protagonists.
Tat, a turtle that symbolizes the 2 reais note, lives at his own pace and is quite naive, lends money if asked and, if necessary, even gives his snack to his friend and goes without; Garcia, a heron who represents the bill of 5 reais, likes to show that he has what others cannot have, but in the end, he is the most envious and does not think about the consequences; Arary, the macaw with 10 reais, the advisor, wise and studious of the class, always looking for the next 10 star, and is always coming up with a plan to help people.
Mic, the golden lion tamarin on the 20 reais note, is the most hungry, consumerist and hoarder, and always solves things in an unconventional way. The 50 reais bill personified by Cona, who even when she has money, doesn’t want to spend it, as she always thinks about the worst and exaggerates her pessimism. Peixoto, who refers to the 100 reais note, is all right, but has no idea of reality and spends money as if there were no tomorrow.
Finally, Lobato, a guar wolf who resembles a 200 reais bill, the best basketball player on the school team, always wears shirt number 200, which is why he is a bit arrogant because he thinks he is worth more than the others and that knows everything.
This project symbolizes f+e/cyranos’ premise of creating content that is less interruption and more entertainment for the audience. We faced the challenge of thinking and co-creating content that had the necessary characteristics to engage and entertain children without losing sight of the commitment to clearly transmitting the appropriate information. As a result, we created a cultural product that had the merit of being an initiative signed by one of the largest banking institutions in the world, in partnership with the largest media company in the country, explains Fernanda Antonelli, founder and CEO of f+e/cyranos.
Check out the first episode of the series.
Money in Kind is a project developed by many hands. Learning to relate to money is an important subject not only for children but for the whole family and the project managed to fulfill this role in a light and fun way. In addition to developing basic notions about finance, children will also be able to get to know more about the animals illustrated in the real bills, which are the main protagonists of this adventure, comments Flavia Costa, manager of Children’s Content for Digital Products and Paid Channels at Globo.
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens
