Ser Original É Que Faz Toda a Diferença

Banco Original launched as the first bank in the country to open a fully online checking account by phone, needing to earn the trust of a specific and wary audience: wealthier clients, historically the most resistant to migrating to a purely digital bank.

Being different needed to be communicated as revolutionary, not risky. And internally, we knew that any solid positioning shift needs to engage its own team before trying to convince the outside market.

The launch campaign, with the tagline "Ser Original É Que Faz Toda a Diferença," in partnership with Heads Propaganda, established a clear, straightforward tone of voice to show the advantages of being a complete, instant, fully digital bank, while still respecting those who preferred human service. Over time, the communication evolved to highlight concrete product innovations, like Open Finance, the unified personal account (merging individual and business accounts), and credit card cashback, always backed by intense internal engagement work, including talks and discussions with the product team, one of which I gave on women and the economy.

During the launch phase: TV commercials, merchandising, radio spots, outdoor media, and influencer activations with Bruno Sigrist, Camilla de Lucas, and Gabriela Prioli. During the product phase: films about the bank's innovations, digital pieces and social media, plus sponsorship of the reality show A Fazenda, with the show's R$1.5 million final prize applied to the CDB Turno Original investment product.

Original became known for the clarity of its communication in a historically complex market, ranking among the country's most innovative banks. As the market matured and PicPay emerged, the brand eventually repositioned back toward agribusiness, aligned with its roots and its parent group, JBS, an important lesson in aligning positioning ambition with the audience a brand can truly sustain.