five years of creative work for santander

For nearly 5 years at SUNO, Digão and I led Santander's creative direction. With a smaller budget but a great team, we made Santander one of Brazil's most creative advertisers, improving brand perception and staying more agile than many fintechs. Here are a few campaigns that were both creative and essential to the bank's success.

Over 20 award-winning campaigns, including 3 Cannes Lions (2021/22), 2x Effie Brazil Agency of the Year (2020/22), #1 Independent Agency at Effie Latam (2021), and Top 5 Worldwide (2022). Advertiser of the Year (Effie Brazil 2021), Global Effie Best of the Best, Grand Prix and 21+ trophies at Effie Brazil and Latam. Black Star and 10+ Stars at CCSP, 4 Globo Professionals of the Year, and Campaign of the Year (Propmark 2020).

FROM A VIRAL VIDEO ON WHATSAPP TO THE VOICE OF SANTANDER'S MICRO-CREDIT CAMPAIGN

From WhatsApp water seller to Santander spokesperson for small Brazilian entrepreneurs. For the first time, we made Brazilians feel represented in a bank campaign.

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Global Best of the Best Effie Awards 2021 - Grand Effie Contender

Effie Awards Brazil 2019 - Gold

Brazilian Creative Annual (CCSP) 2021 - Silver

Brazilian Creative Annual (CCSP) 2021 - Bronze (best use of influencers)

My role:

Creative Director

Creative team:

Benjamin Yung - CCO

Rodrigo Senra - Creative Director

Daniel Poletto - Creative Director

Nelson Costa - Art director

Thiago Boccatto - Copywriter

FOR THE FIRST TIME, WE HAD TRAINEE CANDIDATES INTERVIEWING THEIR EMPLOYERS

Santander, like most traditional banks, struggles to attract younger talent. To change this, we revamped the trainee selection process: candidates interviewed Santander. In a live event, top C-levels answered their questions. To boost engagement, we enlisted a top Brazilian YouTuber as our LinkedIn spokesperson.

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Effie Latam 2022 - Gold

Brazilian Creative Annual (CCSP) 2022 - Bronze (PR)

My role:

Creative Director

Creative team:

Rodrigo Senra - Creative Director

Daniel Poletto - Creative Director

Zico Farina - Creative Director

Thiago Boccatto - Creative Director

Nelson Costa - Creative Director

Henrique Guimarães - Copywriter

Natalia Catelan - Copywriter

Tamires Oliveira - Copywriter

Carolina Cevdar - Art Director

Gabrielle Henriques - Art Director

We insured the most pessimistic person in the world: EDWARD MURPHY JR

To talk about Santander Insurance, we insure the son of the most pessimistic person in the world: Edward Murphy Jr., father of Murphy's Law. Above, the campaign case film. Below, the TV spot with our “influencer”.

My role:

Creative Director

Creative Team:

Benjamin Yung (CCO)

Rodrigo Senra (Creative Director)

Daniel Poletto (Creative Director)

Juliana Uchoa (Copywriter)

WE LAUNCHED THE WORLD'S FIRST “INFIDELITY” CARD

Disclaimer: in Brazil, Loyalty Cards are called Fidelity Cards.

Santander launched a credit card in partnership with Decolar (the biggest online travel agency in Brazil) where its biggest benefit is not being tied to just one airline when exchanging points. This is the opposite of the Loyalty (Fidelity) cards we are used to seeing on the market. That's why we called it the world's first Infidelity Card. Unfortunately both the TV spot and the case film are only in Portuguese.

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Profissionais do Ano Globo TV 2020 - Campaign Winner (sudeste capitais)

Brazilian Creative Annual (CCSP) 2020 - TV spot (in book)

Brazilian Creative Annual (CCSP) 2020 - Integrated Campaign (in book)

My role:

Creative Director

Creative team:

Benjamin Yung - CCO

Rodrigo Senra - Creative Director

Daniel Poletto - Creative Director

Marcos Xotoko - Art Director

Lucas Durães - Copywriter

We launched a new payment method in Brazil long before the competition, shaking up the market

In 2020, during the pandemic, PIX was set to launch in Brazil: instant, simple, and fee-free. While most banks avoided promoting it, Santander took the lead, introducing it nationwide first. With a witty, humorous campaign, we turned a seemingly dull topic into the country's most talked-about subject.

Unfortunately both the TV spots and the case film are only in Portuguese.

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Profissionais do Ano Globo TV 2021- Integrated campaign winner

Campaign of the year 2021 - Propmark

Brazilian Creative Annual (CCSP) 2021 - Integrated campaign - in book

Brazilian Creative Annual (CCSP) 2021 - Public Relations - in book

Effie Brasil 2022 - Bronze Innovative marketing solution (deSXconto vigoroso)

My role:

Creative Director

Creative Team:

Benjamin Yung - CCO

Rodrigo Senra - Creative Director & creative

Daniel Poletto - Creative Director & creative

Nelson Costa - Art Director

Vitor Bonfim - Art Director

Thiago Boccatto - Copywriter

Henrique Guimarães - Copywriter

We explained IN DETAIL what other banks tried to hide

Santander was launching a new line of credit with very important details that needed to be highlighted. Therefore, we called Marcos Mion (a former MTV Brazil VJ) to comment on our commercial, drawing attention to these points in an unusual way, in the same way he did in his famous MTV show called “Worst Clips”.

Unfortunately the TV spots are only in Portuguese.

The campaign's success led Mion to incorporate this interaction into his new Globo TV show, where he commented on all Santander commercials. This feature later became a permanent part of the show, adopted by other brands.

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Profissionais do Ano Globo TV 2022 - National Winner - Branded Content

My role:

Creative Director

Creative team:

Benjamim Yung (CCO)

Rodrigo Senra (Creative Director)

Daniel Poletto (Creative Director)

Zico Farina (Creative Director)

Nelson Costa (Creative Director - branded content)

Thiago Boccatto (Creative Director - branded content)

Gaba Henriques (Art Director)

Henrique Guimarães (Copywriter)

FOR 3 STRAIGHT YEARS, WE TRANSFORMED black week INTO THE BANK'S MOST IMPORTANT SALES EVENT

Black Friday has become Brazil's top retail event, with banks now joining the November offers. Santander pioneered this trend for the financial sector in 2017. After its first-year success, the challenge was to stay relevant and innovative as competitors followed suit.

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Effie Awards Brasil 2020 - Silver (3 years of Black Friday - Long-term efficiency campaign)

Effie Latam 2021 - Silver (3 years of Black Friday - Long-term efficiency campaign)

Effie Latam 2022 - Bronze (Black week da Retomada)

Profissionais do Ano Globo TV 2020 - Shortlist Integrated Campaign (Black Week vem que volta)

My role:

Creative Director (BF 2018-2019-2021)

Creative team (BF 2018-2019-2021)

Benjamim Yung (CCO)

Rodrigo Senra (Creative Director)

Daniel Poletto (Creative Director)

Lucas Durães (Copywriter)

Marcos Xotoko (Art Director)

Zico Farina (Creative Director BF 2021)

Nelson Costa (Art Director - Creative Director BF 2021)

Thiago Boccatto (Copywriter - Creative Director BF 2021)

Henrique Guimarães (Copywriter - BF 2021)

Gabrielle Henriques (Art Director - BF 2021)

IN champions league SPONSORSHIP, WE DECIDED NOT TO TALK ABOUT FOOTBALL, BRINGING IN A PLAYER WHO HAS NEVER WON A CHAMPIONS

In 2018/19, Santander became a global Champions League sponsor, facing two challenges: 1) Football was long dominated by its main rival. 2) The Champions League lacked the same passion in Brazil as in Europe. To stand out, we used our sponsorship to avoid talking about football, featuring Ronaldo Fenômeno—an ambassador who never won the Champions League.

Above: the TV spot with a letter from Ronaldo to his fans. Below: the project case film (both in Portuguese).

My role:

Creative Director

Creative Team:

Benjamin Yung (CCO)

Rodrigo Senra (Creative Director & creative)

Daniel Poletto (Creative Director & creative)

Nelson Costa (Art Director)

Thiago Boccatto (Copywriter)