The campaign created by David presents the company’s new visual language, developed by Ana Couto
Neon announced its new positioning and branding language through its new “Let’s Go Up” campaign.
The campaign, created by David and with the support of Ricardo Fernandes, from the agency Brecha – Hub de Favela, shows the experience of different profiles of workers in Brazil, recognizing the effort of those who are in the fight and showing the company as a partner in the battles of the day by day.
The films, in 30″ and 15″ formats, show different characters common throughout Brazil who manage to achieve their goals, such as the saleswoman who dreams of opening her own business; the bus driver who needs practicality in her day. corrido; the young MC in search of her spotlight; the app delivery man who works to improve the structure of his house.
“The ‘Let’s Go Up’ project aims to show in practice how the path to credit and access to other financial solutions can be fairer for all workers, step by step, even with the rush of everyday life” , commented Guiga Giacomo, Creative Director at DAVID.
The new visual language was created by Ana Couto, who improved and evolved the main assets of the brand. “We expanded the language, bringing more representation of its audience and new elements such as new complementary colors, a charismatic typography and illuminated icons that bring more flexibility and ownership to the set”, explained Danilo Cid, Vice President of Creation at Ana Couto.
The campaign, which premiered on open TV last Sunday (10), takes place in an integrated manner, covering broadcasts on open TV, radio and out of home (OOH), with a presence on street clocks, street furniture, billboards and by bus.
“We want to recognize all the value and effort of those who make their daily run to achieve their goals and their long-desired dream. We know it’s not easy, but we want to be together on this journey”, said Fernanda Salgado, head of Brand and Communication at Neon.
In digital media, it will also have online media and partnership with influencers, with the support of Black Influence. In total, content will be created for Instagram and TikTok with around 30 influencers such as Bruna Gonçalves, youtuber Spartakus Santiago, content creators Rizia Cerqueira, Gleici Damasceno and Preta Araujo, fashion and beauty influencer Paloma Barbiezienha, among other names.
“With the campaign we also want to have an exchange with those who are in the daily rush. We understand that all financial institutions look the same, but we want to deepen the relationship with our audience and serve from their context, creating products and solutions that make a difference in the journey so that everyone grows together”, added the head of Brand and Communication at Neon.
