The brief was to attract Generation Z to Santander in Brazil by offering more than traditional banking services. The challenge was to generate FOMO and increase brand relevance among youth. Santander aimed to achieve this by launching a culturally resonant jacket with contactless payment features and partnering with influential music artists. This approach positioned Santander as a lifestyle brand aligned with youth interests, effectively addressing the brief's challenge.

Santander attracted Generation Z customers by offering benefits and status rather than traditional banking services, creating a mobile game Skin and a stylish jacket. The jacket, culturally linked to rap and funk music in Brazil, turned Santander into a Love Brand, expanding its presence to new venues like shopping malls and rap shows. This move honored Brazilian street culture and gained popularity among artists. Additionally, the jacket incorporated contactless payment technology, reshaping Generation Z's relationship with banking.

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The way Gen Z relates to banks is different. While other banks seek to offer the same benefits to all generations, Santander chose to do the opposite: provide a benefit that only this generation would understand.

The Santander's strategy to launch its new card for young adults involved creating a fun and engaging approach, combining elements of gamification and business. By hacking a method to infiltrate the target audience in an endemic way, Santander sought not only to promote the card but also to create a unique experience that resonated with young adults. This approach allowed Santander to establish a deeper and lasting connection with its target audience while introducing its new product in an innovative and memorable way.

The incorporation of contactless payment technology into a garment was a novel concept, catering to the preferences of a tech-savvy generation while also capitalizing on the cultural significance of branded apparel within the Brazilian music scene. Execution involved designing the jacket with both style and functionality in mind, ensuring it appealed to the target audience while also providing a seamless banking experience. Additionally, Santander leveraged partnerships with influential music artists, such as rap, trap, and funk performers, to enhance the jacket's cultural appeal and credibility. With also a great presence in retail, the jacket was also sold in stores. This multi-faceted approach allowed Santander to effectively position itself as a lifestyle brand that understands and aligns with the interests of Generation Z.

The campaign had a significant impact on the success of Santander by driving substantial growth in customer acquisition and engagement metrics. With a remarkable 825% increase in new customers reached and 11.8k new bank accounts opened, the campaign demonstrated its effectiveness in expanding Santander's customer base and driving business growth. Additionally, the collection of 1.7 million skins in Free Fire indicates a high level of engagement and interest among the gaming community, further contributing to brand visibility and market penetration.