‘Como Deveria Ser’ campaign, created by Wieden+Kennedy SP, also marks the renewal of sponsorship for ‘Jornal Nacional’
In order to expand its connections with the high-income public, Nubank presents this Tuesday (05) its new brand and new positioning for Ultravioleta. With the concept “How It Should Be”, the campaign created by Wieden+Kennedy SP presents the main attributes of the exclusive experience for customers in the segment.
To the sound of “Signed, sealed, delivered”, a hit by Stevie Wonder, the new communication aims to show Nubank Ultravioleta as a complete solution of financial products and services that promotes more freedom and practicality for its customers.
The communications platform comes to life through a full-funnel media ecosystem that encompasses open TV, digital media, OOH, Pay TV and all of the brand’s proprietary channels.
Premiering during the interval of TV Globo’s ‘Jornal Nacional’, the new campaign also marks the renewal of Nubank’s sponsorship of the journalistic program. The media partnership was also negotiated by W+K SP.
For the Nubank Ultravioleta campaign, the four films reinforce the main attributes of the experience.
In the plays, difficult and bureaucratic situations involving financial management in the daily lives of high-income people appear in opposition to solutions that provide more free time.
The campaign has a content strategy with digital influencers and celebrities. In the series “A Vida Como Deveria Ser”, influencers Laura Neiva and Chay Suede bring stories about their life as a couple and issues such as time management and how to maintain individuality.
I have creators Maria Braz, Thai de Melo and Ste Ribeiro also star in the web series, covering complementary topics, such as motherhood, raising children, travel, friendships, among others.
Primo’s image production, while Satellite’s sound production.
