It was a bank campaign that didn´t talk about banks. It was a campaign that talked about people, showing respect for differences. The campaign showed that each person deals with money in a different way. It introduced 5 characters that act in distinct ways. Then the campaign asked: “How are you when money is the subject?”. It was asked on TV, on the radio, in the press and in airports. To answer there was a website, full of interactive tools.

First a teaser TV spot invited the viewer to watch the commercial break during a popular Brazilian TV show on a certain date. On this particular day the spots introducing each character started to air, along with the website. Afterwards print ads and radio spots started to air, also with airport billboard media. All materials directed the audience to the campaign´s website. To support the campaign direct mail simulating letters from the characters were sent. There were also merchandising actions using the characters in TV shows like Big Brother. After all this a book of memories and tips from each character was launched.