Despite being a pioneer in savings accounts, Caixa was perceived as less modern and efficient than its competitors. Due to this it lost revenues in its main business segment.To turn this picture around, it went not for just a campaign but for a whole project: one that would make Brazilians aware that a better future lies in savings, from different types of resources. We decided to talk to those who really build the future, the children, a quite unusual bank account target. Thus, it brought to life the fun and colorful monsters as representatives of its cause that not only multiplied its client portfolio, but also fascinated the country and became a national fever among kids and adults.

Initially, Caixa’s Savings Account characters were introduced in TV films. In sequence, they gained life and were given out as gifts to every client that choose to save with Caixa. It became a fever among kids and adults, and these characters spontaneously won over the TV newscast and internet. It wasn’t long before it overtook the communication universe: the so loved 'Poupançudos da Caixa' ended up stamped in toys, school materials, party items, pajamas, stickers…