Campaign debuts this Monday (17) at the BBB 22 break
‘Disaccustom’ is the motto of the campaign that PicPay launches this Monday (17) to say that some payment habits are already in disuse. The pieces that feature Iza as the protagonist will be broadcast for the next four months on TV, portals, outdoor media, radio and social networks. The launch takes place during the break of the BBB 22 premiere.
The communications of the new campaign invite people to get out of the difficulties they face when paying without realizing it, such as queues, bureaucracy, fees, even using the wallet. At the same time, the action extols how these same people ‘earn more’ when paying with PicPay, whether in practicality, time, money back, among other benefits.
The campaign’s concept seeks to highlight real and diverse people in everyday situations of every Brazilian, without romanticization, such as conversation at the door of the house, in public transport and in the neighborhood market.
Creation director: Raphael Mangueira
Creation: Amanda Sanromã is Mateus Yanikian
content coordination: Júlia Pimentel, Renata Stocco, Raphael Terrabuio
Contents: Alice Medeiros, Barbara Ruffato, Beatris Dantas, Eduarda Goldstein, Mateus Prado, Melissa Ruiz, Tamires Crispim, Thayse Lopes, Thomas Lima
Production: Ciça Piazza
brand coordination: Maurilio Filho
Mark: Viviane Vieira and Bárbara Raposo
media head: Aline Velhaa
Media: Fernanda Maldonado, Guilherme Reggiani, Alexandre Ribeiro, Agatha Fonseca, Ramon Bezerra, Raul Oliveira, Jessica Wruck
Approval: Gui Telles and Pedro Sampaio