Decision Nu – Gabriel Berta

project

Nu Flasgship Campaign

client

Nu Mexico

agency

Nu C.HUB

role

Creative Direction

2025

No bad decision needs to last forever

We identified a critical emotional paralell between life choices and financial services: the feeling of being trapped by the past. Many customers feel stuck in the status quo of traditional banking, believing they cannot escape unfavorable conditions. To address this, we tapped into a powerful cultural insight—studies show that one in four people regret at least one of their tattoos.

We used this permanence as a metaphor for financial stagnation. The core message, "Toma la decisión Nu" (Make the Nu decision), empowers users to break free from past mistakes. Just as "tattoos can be covered and changed," we demonstrated that financial reality is not permanent. The campaign positions Nu as the tool for reinvention, proving that "no matter what you decided in the past, today you have the opportunity to do better".

The Earned Media

To generate organic conversation and immediate relatability, we inserted the brand into an existing pop-culture narrative surrounding our ambassador, Belinda. Known for her romantic history where partners often get tattoos they later regret, we launched an "unexpected collaboration" where Belinda becomes the "head tattoo artist" at a pop-up shop called "Tinta Nu".

Instead of ignoring the public conversation about ex-boyfriends and cover-ups, we leaned into it. We created a physical space in Roma Norte, Mexico City, where people could cover up designs they regretted. By facilitating this "second opportunity" in a tangible way—with Belinda herself helping clients transform "bad tattoos" in our spot—we turned a tabloid topic into a brand message about smart decision-making and control.

The Fall, and a bad decision opportunity

We capitalized on a recent viral event to demonstrate agility and cultural relevance. Following Belinda's highly publicized fall during the L'Oréal fashion show in Paris in September 2024, we saw an opportunity to talk about resilience and course correction.

In the campaign spot, we recreated the aftermath of that viral moment. Belinda is seen shopping for shoes when she spots a magazine cover featuring a photo of her fall. This triggers a realization: she decides to put back the risky footwear and chooses a pair that won't "risk her walk".