Vini Jr. is Will Bank's new poster boy

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Have you ever imagined one of the greatest stars in world football going to the bench? This is how Vinicius Jr., one of the highlights of global football, was announced as the new poster boy for will bank, a 100% digital bank with more than 8 million customers across Brazil. The announcement took place shortly before the Ballon d’Or award in France, in which Vini did not win the trophy, but remains a figure of great international prominence. The Brazilian’s choice signals the bank’s new moment of expansion, driven by the arrival of Banco Master as controller.

In 2023, will bank recorded revenue of R$2.8 billion and was the digital bank that grew the most in terms of share in the credit card market, according to Cardmonitor. The credit card is the institution’s flagship product, but the bank has expanded its portfolio, also offering personal loans, insurance and investments. The arrival of Vinicius Jr. as ambassador reinforces the strategy of positioning itself as a complete bank.

“Vini Jr. and Will have one thing in common: they both keep growing. Vini Jr. is a symbol of talent and determination for all Brazilians. Regardless of awards, he has already achieved excellent marks for such a young athlete and, like us, he is always looking to innovate”, says Felipe Félix, CEO of will bank.

The news was revealed in a sequence of five advertisements in the Valor Econômico newspaper, in a campaign created by the monkey-land agency. With the title “One of the biggest stars in the world went to the bench. Vini Jr. The new will bank star”, the communication jokes about the situation of Vini Jr. having gone to the most complete bank in Brazil, and not to the reserve bank.

One of the pieces shows a range of will bank services and advantages such as loans, credit cards, 24-hour service, better conditions for investment, and digital service with no annual fee. Along with the message that when one of the greatest players in the world goes to the bench, it can’t be for just anyone. Another piece highlights a common point between the bench and the player: both never stop growing. “The campaign celebrates the arrival of a star who is an inspiration to millions of Brazilians at a large bank. Vini Jr. and Will Bank have everything in common, and the ads bring this great tribute!”, says Toni Fernandes, partner and creative director at monkey-land.

With more than 8 million customers in the country, will bank arrived in 2017 with one objective: to make Brazilians’ relationship with money more exciting. Its customers do not pay an annual fee for services, such as digital accounts with credit and debit cards, virtual cards, investments and PIX. To find out more, visit the website.