Campaign, created by Binder, encompasses film, radio, outdoor and digital media
Caixa announced the return of ‘Poupançudos’ in a redesigned and digital version with visual updates and new accessories, maintaining their original names and now featuring a new member: Izi, a ‘Poupançuda’ PCD athlete. The strategy includes film, radio, outdoor and digital media.
The film, created by Binder and produced by Macaco Gordo and Saxsofunny, shows how the new ‘Poupançudos’ came to life, through the story of a little girl whose family kept the dolls. The piece also features the classic jingle, which is back in an updated version.
In addition to the film, the characters will share financial education tips and content about culture, sports and sustainability on social media. “Caixa and Binder celebrate the return of ‘Savers’ with a campaign that combines nostalgia and innovation, promoting financial education in a fun and engaging way for different generations”, explains Rodrigo Soares, creative director at Binder in Brasília.
