Half of the adult population in Brazil spend more money than they actually have. It's a serious problem, because millions of people end up accumulating debts, which affects their entire lives. With that in mind, Santander, one of the biggest banks in the world, wanted to help people take care of money from an early age so they can prosper in the future. The objective was to find a way to teach kids about money in a way that they could understand and, more than that, in a way that they could enjoy it.

We brought the animals printed on Brazilian money bills to life and let them do the talking. In partnership with Gloob, the largest kids' channel in Brazil, we created a TV series called Money In Specie, starring the animals printed on the national money bills to teach financial literacy to children. The six-episode show taught the most important financial lessons in a fun way, in dialogues between the animals experiencing specific situations. From saving your allowance to financial planning, kids learned important things about money.

First, we partnered with a pedagogue and financial consultant to find out what is the best age to start talking with kids about money. Our target audience was from kids around 6 to 10 years old, from all over the country (but also their parents). The TV series had a playful approach, speaking a language kids could understand to teach the most important financial topics during the dialogues between the characters.

We created and developed all the characters based on the animals printed on Brazilian money bills: turtle, heron, red macaw, golden lion tamarin, jaguar, grouper fish and guara wolf. From sketches to the final result, including dubbing, everything was thought to give a specific personality to each character, to place the lessons in dialogues during the episodes. The six-episode show aired on Gloob, the biggest children's channel in Brazil, but they also aired on 3 different channels during commercial breaks, impacting kids and their parents across the country.

So far, all the episodes have reached 5.6 million kids and their parents across Brazil, also appearing 400 times during commercial breaks (half of them during prime time commercials) on channels like Gloob, GNT, Viva and YouTube. The kids learned things like: how to save their allowance, how money goes from one account to another, a bit about financial planning and much more. Money in Specie is a first big step of a growing educational platform by one of the biggest banks in the world, to keep helping kids take care of their money as they grow up, potentially evolving to new seasons, games and more.