Campaign created by monkey-land encourages declarations of love through one-cent Pix donated by the bank
In celebration of the June festivities, will bank presented customers with a penny to encourage “Pix elegant”, the evolution of elegant mail. The news was announced in a campaign created by monkey-land, which has a film and digital presence.
Currently, it is common to make a penny Pix to send a message to someone. With this in mind, will bank launched a campaign publicizing the initiative during the June festivities. “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 to the real, in a national campaign, about love in all its forms”, explains Ingrid Pereira, brand manager at will bank.
The campaign is produced by Cave, directed by Victor Versolato and features Ed Gama as the protagonist. “The ‘elegant Pix’ is an evolution of elegant mail and was born from a very common Brazilian behavior: swiping through Pix. In the year 2023 alone, there were more than 35 million transfers of 0.01 cent. And all of this counting on Ed Gama’s fun energy gets even better”, says Toni Fernandes, partner and creative director at monkey-land.
In addition, the digital bank will gift a couple with a honeymoon worth up to R$50,000. Anyone who registers new Pix keys wins a lucky number to compete for the prize.
This year, will bank returns to Campina Grande and 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.
