Agency: Wieden+Kennedy São Paulo
Year: 2026
Client: Nubank
CD: Thony Fernandes e Fernando Calvache
AD TVC: Ayrton Bena
AD Campaign: Ayrton Bena, Rogério Scaramal, Nicole Gelbvaks, Philipe Aquino
CW: Caio Camargo, Paula Braga, Laísa Chades, Eduardo Merneger
Production Company: KAUS
Direction: Los Pibes

Full credits 

Everyone sees the achievement.
Few people see everything it took to get there.

“Make it count” (Faz valer) is a new Nubank campaign that turns one of Brazil’s favorite habits — talking about other people’s lives — into a way of telling the stories behind their achievements.

When the campaign became part of a telenovela

In Brazil, telenovelas are more than TV dramas. Broadcast daily in prime time, they are a major part of the country’s popular culture, with characters and storylines often becoming part of everyday conversations.

For "Faz Valer", we brought the campaign into Quem Ama Cuida, Globo’s prime-time telenovela. Tilde, a character in the show, receives a package and starts a gossip-filled conversation with the other characters, who try to guess what she bought with her Nubank account.

The story continued during the commercial break and later on Globo’s WhatsApp channel, Fofocas da Mansão — extending the narrative from television into social and messaging. And people love it!

Instead of interrupting the story, the campaign became part of it.

The campaign extended to Instagram and TikTok through a creator-led strategy featuring Amauri Mazzuco, Jamile Godoy and Linnyke Alves, reaching a combined audience of over 3 million followers across both platforms. The content highlighted Nubank’s loan and Caixinha Turbo products, alongside to everyday situations, from unexpected expenses to Black Friday shopping.

Clube de Criação SP: Faz Valer: Campanha da W+K para Nubank usa humor para curiosidades e conquistas
Meio & Mensagem: Nubank transforma curiosidade sobre vida alheia em campanha
Mundo do Marketing: Nubank mostra bastidores das conquistas dos brasileiros em nova campanha
Clube de Criação SP: Quem Ama Cuida: Personagens vão para WhatsApp da Globo, em criação da W+K para Nubank

From São Paulo, Brazil 🇧🇷
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© 2026 Rogerio Scaramal