The digital bank proposes an inclusive and valuing perspective for self-employed Brazilians.
Last year, the desired advertisements in Times Square, in New York, in the United States, became the center of conversations: finally, anyone, and also any brand, could see themselves featured in the disputed spaces of the bright street. But for those who value Brazilian culture, like will banka digital bank with more than 6 million customers across Brazil, there is an even more important New York located in the interior of Maranhão.
With this inspiration, the digital bank decided to build a Brazilian version of the well-known street, Taimes Isquer.
“To celebrate this important result for the business, it only made sense for us to build this gigantic structure in the Northeast, since more than 60% of our customers are from there, most of them in cities with less than 100 thousand inhabitants. And no city could receive a Taimes Isquer better than New York, in Maranhão”, says Daniel Feitoza, CMO of will bank.
Under the creative concept of the bank of Brazilian New Yorkers, will highlights and values self-employed professionals who represent around 70% of the bank’s customer base, and boost the Brazilian popular economy. They are the protagonists of the action who will have their brands announced on the big screens in the Brazilian version of Times Square.
Lucinolia, one of the city’s entrepreneurs, sees her own ad in will bank’s “Isquer” (Photo: Disclosure/9D STUDIO)
A look at Brazil far from large urban centers
will bank values inclusion in different ways, starting with language. The bank, which does not put fine print in its contracts, even creates simplified audiovisual versions for its customers and does not use English words in its communications, knows the importance of looking at a more plural Brazil.
To create and produce the action, the Maranhão agency Phocus was chosen, responsible for building the structure that has eight towers, which reach up to 10 meters in height, and 15 LED screens in its scenographic composition, which will broadcast over the three days inspiring stories from the bank’s self-employed customers, highlighting the differentiated business vision and, often, with profiles of people that the financial market tends to neglect.
Another challenging point for the project was logistics. The smallest city in Maranhão is 10 hours away from São Luís by road, and another 5 hours from Teresina, capital of Piauí.
“The entire structure was moved between these two states, requiring assertive planning and quality local partners. It was very interesting to work outside the big cities and see all the local involvement since the project was conceived”, says Pamela Cancino, head of Operations for the project.
With an agenda that values not only freelancers, but also local culture, will bank prepared a party open to the public with traditional musical performances in the city, from seresta to piseiro. The event had three days of programming and lasted until today (25).
Vale highlights the face-to-face chat with the economist, financial educator and brand consultant, Mila Gaudencio, aimed at entrepreneurs in the region and also a fair organized by women entrepreneurs in the city.
“By producing an action like this, we are not only valuing these workers, but also highlighting the diversity and richness of the Brazilian popular economy”, adds Feitoza.
On the digital bank’s social networks, the conversation continues in the following days, in which the brand’s Instagram will transform into a large digital Taimes Isquer.
The action took economist and financial educator Mila Gaudencio to a chat with self-employed people and small entrepreneurs (Photo: Disclosure/9D STUDIO)
Datasheet
Marca: will Bank
Creation: Danilo Blume, Sara Castro, Rafael Matos, Marcus Roig, Sarah Santos, Aline Vieira, Ilson Sá, Nayeno Freire, Pedro Glauco, Mayra Sarges, Mayane Cristina, Nelita Kelly, Luiz Almeida, Ludegards Pedro, Elisson Ferreira, Eduardo Estrela, Rubens Tavares, Alessandra Cordeiro
Executive Creative Director: Danilo Blume
Executive Director of Operations: Tiago Albuquerque
Account Executive: Raquel Mendes
Production Leader: Rafaela Moura
Master Production: Virginia Reis
Head of Operations and Production: Pamela Cancino
Illustration: Irineu Santiago
Animation producer (Taimes Isquer videos and animation): 9D Studio
Photography: 9D Studio
Scenography: World Sign
3D: Aline Vieira
Producer Film Teaser and Hero: Uncave
Approval (client): Daniel Feitoza, Leandro Thot, Ana Coelho, Carina Curado
Social Networks (client): Ingrid Pereira, Ana Carolina Passos and Isabela Ferreira
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