We created a campaign in which three college student characters learned to manage their money with the help of a bestselling writer on economics for layman. They were the Money Masters, each with their own profile, hobbies, blogs and Facebook profile. We had a campaign with different formats, an easily updated modular site connected to social networks, viral videos with street interaction, airing in cinemas and video casts with lessons in economics. In this way, we were able to connect young people to the Banking Universe, showing how they too could become Money Masters.