Market Intelligence: Maisa, Pabllo Vittar and Thelminha star in action to attract the unbanked

A diverse team of artists stars in the fintech will bank campaign: Maisa, Pabllo Vittar, Thelma Assis, the country girl Simone and Whindersson Nunes are in the company’s new campaign, inspired by real customer stories.

According to the digital bank, the action aims to reach an unbanked audience, especially the C and D classes, and show credit as a factor that drives people’s lives.

For Daniel Feitoza, CMO at will bank, the campaign also has the function of conveying a message in line with the purpose of fintech, which is credit as a human right.

“It is common for Brazilians to have a back foot in relation to the credit card. Often it is seen as a villain, who favors the indebtedness of families or a privilege, which guarantees consumption power for a few”, says the Executive. “

With our campaign, we aim to demystify this idea and show that many people are having their reality transformed by a credit card”, he says.

The video series is one of the last works directed by Rafael Kent, who died in April.

“The result should celebrate the memory of Kent who left us so early, a very friendly partner, full of energy and whose talent together with his Cave made it all possible”, says Ricardo Forli, partner of the creative studio monkey-land, one of those responsible for the action.