The June festivities have already begun and, to light the fire for couples in love this São João, the will bank, digital bank with more than 7 million customers across Brazil, launches ‘Pix Elegante’. In the action, the bank presented its customers with 1 cent, as a way of encouraging the evolution of traditional “elegant mail”. Nowadays, it’s common to make a 1 cent Pix just to send a message to people. In this case, the brand offers a way to encourage passionate declarations and give credit for love. The news is being announced in a campaign created by monkey-land, which has a film and digital presence.
Will Bank’s investment in the region and on the festive date is in line with the brand’s strategy.
“We know the importance of São João for the Northeast, the region where the majority of our customers are. As a bank that has grown a lot in other parts of the country, we think it is important to continue highlighting and valuing northeastern culture, which is why we wanted to unite digital and real, in a national campaign, about love in all its forms”, says Ingrid Pereira, Brand Manager at will bank.
The campaign, which is produced by Cave and directed by Victor Versolato, features Ed Gama as the star of the action. The comedian shows all his lightness and fun in the film, which encourages statements.
“Elegant Pix is an evolution of elegant mail and was born from a very common Brazilian behavior: chatting through Pix. In 2023 alone, there were more than 35 million transfers of 0.01 cents. And all this with Ed Gama’s fun energy, it gets even better”, comments Toni Fernandes, partner and Creative Director at monkey-land.
In addition to Pix Elegante, will bank will gift a couple with a honeymoon. Until June 17th, all customers who make transactions via Pix in Amarelinho will be competing for a honeymoon worth up to R$50,000 paid by the bank. Anyone who registers new Pix keys, whether they are a CPF or cell phone number, wins an extra lucky number to compete for the prize. The draw will be held on June 22nd.
This year, will bank also returns to Campina Grande, where the biggest São João festival in the world takes place. Two years ago, the digital bank supported entrepreneurs who needed credit to return to Parque do Povo after the pandemic period. This year, Amarelinho intends to bring love to Vila Sítio São João, together with the Arraial gang in Paris, champion of the 2023 São João square dance festival. The comedian Ed Gama and the Bahian entrepreneur Mani Reggo, influencer, have already confirmed their presence digital bank partner.
DATASHEET
AGENCY: monkey-land
CLIENTE: will bank
CAMPAIGN: Saint Will
TITLE: Elegant Pix
CREATION: Guilherme Haas, Yan Esteves and André Pallu
CREATIVE DIRECTION: Toni Fernandes and Leonardo Claret
OPERATIONS AND BUSINESS: Anelene Putini, Raphael Oliveira, Ricardo Forli
WILL BANK: Ingrid Pereira, Ana Carolina Passos, Isabela Ferreira, Leandro Thot and Daniel Feitoza
ARTIST: Ed Gama
IMAGE PRODUCER: CAVE
Directed by: Victor Versolato
Prod. Creative Executive: Tânia Assumpção
Production Director: Léo Mascaro
Photography Director: Pedro Viana
Art Direction: Mariana Fernanda
Stylist: Gi Marcondes
Post Coordination: Rafa Navarro
Editing, Motion and VFX: Gabriel Peixoto
Color Grading: Ronnie Outtch
SOUND PRODUCER: Satellite Audio
Musical Direction: Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Service: Fernanda Costa, Renata Schincariol, Daniel Chasin and Naren Nakamura
Musical Production: Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas and Aloizio Lows
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero and Andre Giannini
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
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