The Challenge
Itaú is one of Latin America’s largest financial institutions, investing billions in technology to ensure digital safety. After the pandemic, Brazil saw a dramatic rise in banking scams, particularly affecting older adults. Although many seniors are now online, they remain vulnerable. Messaging apps have become emotional spaces—filled with faith, love, and humor—where they connect with loved ones. Itaú recognized this as a place of trust and chose to act within it. In Brazilian culture, warmth often resonates more than authority. The campaign reflects this shift: using care, not commands, to protect.
The Solution
We brought the idea to life through a custom meme generator within Itaú’s WhatsApp Official Channel. Users selected a scam theme and a character (such as kittens, angels, or flowers), and the bot instantly returned a personalized meme with a security message. These visuals mimicked typical family content—glitter, emojis, inspirational phrases—making them indistinguishable from organic shares. The campaign was distributed through WhatsApp, Facebook, and TikTok, with support from both young and senior influencers. The execution respected regional nuances and varying levels of digital literacy, seamlessly integrating into everyday interactions.
