Everyday money, explained
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Everyday money, explained ~
CAMPAIGN
No experts required
BRAND
Sicredi
YEAR
2018
ROLE
Head of Creative
AGENCY
DZ Estúdio
CHALLENGE
We developed a series of six short films designed to simplify financial education through clear, engaging storytelling. The focus was on making the content feel human and easy to understand, using scripts that broke down complex topics into everyday situations.
Visually, the art direction followed a deliberately minimal approach, using Sicredi’s colour palette to create a consistent and recognisable system while maximising production efficiency. This allowed us to focus the budget on storytelling and delivery, ensuring the content remained accessible, scalable and effective across formats.
The result was a content series that balanced clarity and engagement, helping position financial education as something approachable rather than intimidating.
Financial education is a persistent issue in Brazil, often perceived as complex, inaccessible, or disengaging. For a cooperative bank like Sicredi, whose model is built on proximity and shared decision-making with its customers, this presented a key challenge: how to make financial knowledge feel relevant, simple, and genuinely useful while naturally connecting back to the bank’s products and services without feeling instructional or heavy.
APPROACH
In this film, a ‘Sicredi manager’ encourages more conscious spending, helping customers recognise unnecessary expenses and make more responsible financial decisions in their everyday lives.
‘Sicredi manager’ demystifies investing for those who find it intimidating, breaking down the basics in a simple, accessible way and helping customers understand how to make their money work for them with more confidence.
In this film, the ‘Sicredi manager’ supports customers who are looking to start a new project but don’t yet have the financial means, guiding them through a clearer understanding of their financial situation and how to plan their next steps with confidence.
In this tip, the ‘Sicredi manager’ shares practical advice on using credit more responsibly, helping customers understand how interest works and how to stay in control of their finances.
The campaign
The campaign features five characters (including a dog), each reflecting different financial realities. From these, we developed six short stories and tips designed to simplify key money concepts in a clear, human and engaging way.
This was the starting point of a broader, continuous campaign. Following the initial series, Sicredi expanded the initiative by having its employees take part, sharing ongoing financial education tips and insights.
This helped turn the campaign into an always-on effort, reinforcing financial learning as something continuous, community-driven, and embedded in everyday interactions with the bank.
Impact
Made financial education feel more accessible and less intimidating through everyday storytelling
Translated complex financial topics into simple, engaging social content formats
Increased relatability by anchoring content in real-life financial situations and behaviours
Strengthened Sicredi’s positioning as a human, approachable guide in people’s financial lives
Delivered a scalable content system designed for clarity, consistency and multi-platform use
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