FAMA – Gabriel Berta

project

F.A.M.A

client

Nu Mexico

agency

Nu Creative Hub

role

Creative Direction

2025

The Idea

FAMA - FAMOSOS QUE ANDAN MUY ANÓNIMOS

To communicate that Nubank is returning it's 15% saving money yield back we bring it back the most viral 15 minutes memes Mexico ever had.

Insight: Internet's viral stars are the perfect example that fame does not last more than 15 minutes.

Context: In Mexico icons like the OXXO Kid, Edgar fall, the Taco Basket Lady and quinceañera Rubi had their fame faded and did not save any money.

Execution: We created FAMA, the first viral support group where these Mexican icons met for the first time to help them make their 15 minutes fame last longer with Nu's 15% savings account yield.

Video Case

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Film

F.A.M.A. "Famous People Who Are Very Anonymous"
The campaign's slogan, "There is a 15 that takes you further than 15 minutes of fame," promotes the 15% annual yield of the Nu Cajita Turbo by featuring legendary Mexican internet icons who returned to normal life after their viral moments

The film is moderated by actor Memo Villegas (famous for the "Teniente Harina" character), who acts as a support group leader for these icons to discuss life after viral fame.

The main "legends" featured in the campaign include:

Édgar ("Édgar se cae"): Known for one of Mexico's first massive viral videos where he falls into a stream.
Lady Tacos de Canasta: Famous for her powerful voice selling tacos on the streets of Mexico City.
El Niño del Oxxo: The boy whose "Mmm" face became a global meme.
Rubí: The teenager whose 15th birthday party became a national event in Mexico.
MC Dinero: A young man who went viral for his unique freestyle rap.
The Pipshas Family: Known for their viral video selling specialized food items.