In a campaign signed by Jüssi, Neon presents a new brand positioning for workers, aiming to communicate the role of the financial institution as a partner account that supports them in their daily challenges and in the realization of their dreams. With the concept “Much more than you expected from a digital account”, the campaign features humorous, light-hearted videos that generate curiosity, highlighting Neon’s main products and the plurality of services that the public needs.
The initiative, which had as its creative insight the origin of Neon’s transformation and its commitment to disseminating it to everyone, is based on the purpose of fostering brand recognition and driving the conversion of new customers.
“The concept for the campaign came about after we discovered, through research and analysis, that people are afraid of things that are different and are afraid to innovate. However, we believe that by proving the credibility and quality of the services provided, we can demonstrate that something different can exceed expectations and be as good or even better than traditional brands,” explains Tamiris Gomes, Creative Director at Jüssi.
Furthermore, in order to have an assertive impact on the target audience, the real needs of workers were taken into account, as they value the collective and do not connect with discourses that are outside their reality. Therefore, the films were recorded in a studio in Recife, with a local cast and company. Among the innovations was the use of production technology, which provided a unique look and allowed for the setting to be set in an open space, even on a rainy day.
The campaign, divided into two phases, between the months of June and August, has a dissemination strategy that explores a mix of media and channels, from digital, such as YouTube, Meta and TikTok, to offline, such as activation in DOOH and cinema, with a focus on reaching people in Salvador, Fortaleza and Recife.
Technical sheet:
Delivery
Thiago Lentini – General Projects Director
Juliana Bonaldo – Project Leader
Carolina Primo – Project Coordinator
Mariana Parreira – Jr Project Analyst
Guilherme Santos – Jr Project Analyst
Planning
Fernanda Grams – Executive Director of Planning and Content
Marcela Giacomo – Associate Director of Planning
Marcelo Schleif – Planning Supervisor
Creation
Tidé Soares – General Creative Director
Bruna Garcia – Creative Operations Director
Tamiris Gomes – Creative Director
Roberto Alves – Creative Director
Ariane Franco – Audiovisual Production Supervisor
Marcella Azevedo – Executive Producer Coordinator
Lucas Sitta – Junior Art Director.
Marcelo Gomes – Senior Writer
Matheus Carlos – Assistant Art Director
Laura Sá – Art Assistant
Lais Rodrigues – Editorial Assistant
Sabrina Ramos – Motion Design Assistant
Media
Cássio Yanata – General Media Director
Bruno Camargo – Media Manager
Renata Dalpiaz – Media Analyst
CS
Janaina Dias – Business Manager
Partnership
Nahsom Films
Director: Pablo Polo
AD: Marcia Malagueta
DF: Junior Siqueira
Camera Assistant: Tito
Executive Production: Leandro Siqueira
Production coordinator: Juliana gomes
Production: Dani Barros
Casting producer: Ninive Caldas
Costume Designer: Iana Merisse
Art direction: Monique Oliveira
Art producer: Nathalia Aguiar
Counter-rule: Hemerson Cavalcante
Makeup: Ane Pires
Technique: Victor jr (Lupinha) and Rinaldo and Felipe Lucas.
Direct sound: Ravi Mor
Transportation: Carminha Cavalcanti and Ronaldo Lima
Producer: Nahsom Films
Ator: Jimmy Astley
Actress: Taina Correa
Editing: Priscila Duarte
Virtual Production / Post-production: Leonardo Siqueira
Soundtrack and finalization: Kleber Lindoso – 0db Studio
Mixing and mastering: Lucas Andrade
