NUBANK
NUBANC BY MATT LEBLANC
W+K, 2024
NUBANC BY MATT LEBLANC
W+K, 2024
10 years ago,
Nubank set out to disrupt the banking industry and reinvent financial services to everyone in Latin America. Its grown from a tiny startup to the 2nd largest digital bank in the world, servicing 110M people who chose Nubank for its disruptive DNA but were using just a fraction of its full portfolio of products.
So to remind people that using everything Nubank has to offer is the smarter choice, we took an approach that was going all the way... stupid. We partnered with one of pop culture’s most iconic franchises, and Brazil’s all-time favorite show: Friends. But instead of promoting our own bank, we let one of the show’s most clueless characters create a new one: Nubanc, with a C. A fictional bank with the easiest, most transparent, and smartest suite of products a clueless sitcom character could ever dream of.
Everything created for the fictional Nubanc was, in fact, very real — and available in the actual Nubank app.
By tapping into pop culture, we found a direct shortcut to people’s hearts and showed everything Nubank has to offer in the way fans love most: through entertainment. From a six-minute short film to a TV game show, and even the first Friends Experience in Latin America, Nubank leaned into the love of the fandom to disrupt its industry once again. Nubank didn’t just become the bank people searched for the most. It became both banks. In the end, the not-so-smart idea of creating a fictional bank to get people talking about the real one turned out to be the smartest choice after all.
So to remind people that using everything Nubank has to offer is the smarter choice, we took an approach that was going all the way... stupid. We partnered with one of pop culture’s most iconic franchises, and Brazil’s all-time favorite show: Friends. But instead of promoting our own bank, we let one of the show’s most clueless characters create a new one: Nubanc, with a C. A fictional bank with the easiest, most transparent, and smartest suite of products a clueless sitcom character could ever dream of.
Everything created for the fictional Nubanc was, in fact, very real — and available in the actual Nubank app.
By tapping into pop culture, we found a direct shortcut to people’s hearts and showed everything Nubank has to offer in the way fans love most: through entertainment. From a six-minute short film to a TV game show, and even the first Friends Experience in Latin America, Nubank leaned into the love of the fandom to disrupt its industry once again. Nubank didn’t just become the bank people searched for the most. It became both banks. In the end, the not-so-smart idea of creating a fictional bank to get people talking about the real one turned out to be the smartest choice after all.
