Save money is the function in Nubank's app that lets the user separate money in the account for savings. That way it's possible to use the debit card without digging into what is reserved. This is the launch campaign for that feature.

To conceptualize this project we started looking for known truths regarding money that almost anyone can relate to. One of these common truths is the idea that if you have money within your reach, you're always going to spend it. For example: if you have something to celebrate, you're going to buy food. If you're feeling down, you're also going to buy food. Then we expanded this idea for ride sharing apps as well.

Since we were talking about things that are very relatable, we decided to use pictures of common people in the videos. So instead of having a shooting for professional photos, we just asked Nubank's employees to send us pictures from their camera rolls that showed them and their friends showing off their clothes, having meals and taking Uber rides. We also had the help from Doma Studio in the process of gathering these photos. By doing that, we received interesting pictures of all sorts and reached the level of authenticity we wanted for the videos.

Our hero assets for this campaign were the videos for youtube pre roll. We also had ads shown on instagram and facebook. And lastly, we thought it would be fun to launch a 1 hour long video with reasons why people spend money with food. For this one we had a co-creation session with Nubank's Creative Lab and Design Team where people came up with hundreds of ideas which were later structured by our copywriter.

Art direction: André Serante

Copywriter: Pedro Chammé

Motion Design: Everton Guilherme

Production: Carla Morales

Music: Evil Twin

Co creation: Nubank's Creative Lab and Design Team

Photos: Nubankers and DOMA Studio