merit
YOU AT THE CENTER
We orchestrated a comeback that puts 100 million customers at the center, leveraging technology to drive personal thanks and reignite Wall Street momentum.
In 2024, Nubank, a trailblazer in digital financial services, became the first digital bank outside of Asia to reach 100 million customers. To mark this historic milestone, Nubank made the decision to give the applause to their customers instead of themselves. Nubank partnered with Rise NY to create a year-long campaign that told their customer’s stories and financial achievements through the visual of 100 million particles across a diverse range of platforms.
The campaign launched on the world’s largest out-of-home LED screen where we used 100 million particles (representing each customer) to light up the Las Vegas strip with the live-action rendered faces of the Nubanks first customers. We then integrated customer stories across in-app features, OOH, digital display, print, paid and organic social media, influencer activations, and prime-time TV ads.
The "You at the Center" campaign set a new standard for customer-centric marketing and paved the way for future global expansion.
The challenge—How could Nubank overcome the skepticism and doubts that had lingered since its IPO, and prove that it was more than just a regional player?
In 2021, Warren Buffett's Berkshire Hathaway made a bold bet on Nubank, investing $500 million in the then-unknown Latin American fintech company. Just four months later, Nubank went public on the NYSE, but its first year was marked by disappointment. The stock price plummeted by 56.6%, sparking criticism of Berkshire Hathaway's investment.
Despite struggling to demonstrate growth and profitability, Buffett tripled his investment in June 2022. By the end of 2023, Nubank had silenced its critics, reporting a remarkable $1 billion in profit and more than doubling its client base.
As 2024 began, Nubank became the first digital bank outside of Asia to reach 100 million customers, showing that the "little purple" bank was a game-changer, prioritizing its customers like no other.
After years of skepticism from Wall Street, Nubank was poised to make a bold statement that would not only resonate with Latin American customers, but also regain the confidence of the stock market and build momentum.
To telegraph Nubank's value that every customer matters, "You At The Center Of Everything" celebrates every single one of them. The campaign not only highlights customer stories and financial achievements, but, most importantly, puts a face on the people behind them.
We launched a year-long celebration on the world’s largest LED screen in Las Vegas, an iconic global stage. Through a combination of live action, 3D volumetric capture, and an AI-powered workflow, we created a 100 million particle experience that coalesced to reveal our very first customers—immortalizing them as the true stars of Nubank.
We then shared customer stories and achievements across multiple platforms — in-app, OOH, print, digital display, paid and organic social media, influencer activations, and prime-time TV ads.
Within weeks of launching the campaign, Nubank’s stock skyrocketed past traditional banking giant Itaú to become the most valuable bank in Latin America— alongside major players in the industry, including Wells Fargo and Bank of America.
The campaign received 3+ million views on YouTube and 700+ press mentions including New York Times, Forbes, Bloomberg, and CNN.
Nubank spearheaded a nationwide movement of new digital banks in Brazil, transforming the country into one of the world's largest digital banking ecosystems. By paving the way for this revolution, Nubank made digital banking mainstream and disrupted the traditional banking landscape and forever changed the way Brazilians bank.
