The idea was to create a film starring Ken Jeong, best known as Mr. Chow from The Hangover Trilogy. Through a series of funny sketches, the film demonstrates the features of the platform.

The choice for a comedy film to launch the bank came from the need of giving the campaign content status, that way it would relate to how our ‘nexters’ consume content and therefore get their attention.

Although the film was launched in October 2017, next's app started running in the end of August for testing purposes. During that period, a soft launch campaign was released in order to attract beta users, and in the meantime, the main launch campaign was developed. From idea to final production, the process took about six months.

The teaser film aired on October 6th and the launch film on October 23rd. After one week the 30" and 15" cut downs were launched and the film remained on air until December 18th.

Facebook, YouTube, Instagram, Globo.com, TEADS, Twitter, Uol, Yahoo, Veja.com, Folha de São Paulo, R7, Terra, Flixmedia

Social Reach: 48.000.000

Interactions: 399.000

Views: 85.000.000

Impressions: 1.1 billion

Clicks: 10.000.000

With a duration of 2’50”, the film transcends traditional advertising with a language that millennials - the target audience of ‘next’ – connect with and understand. We created a video to look like a feature film, and worked with Ken Jeong, “Mr.Chow” from The Hangover Trilogy, one of the most loved personas in Brazil, to create interest. The language, cinematography, and elements add to the perception of an Entertainment film rather than advertising.

Ken Jeong was chosen for this campaign for his irreverence and adherence to millennials. Research has shown that he is one of the most memorable actors for this audience--among other characteristics, his nonsense humor. Also, no other bank would ever use a "gangster" in their advertising.

‘next’ is Bradesco’s recently released digital bank. It aims to establish a relationship with millenials who want new ways to manage their money. With a simple language and innovative algorithms that allow the platform to understand behaviors, ‘next’ helps its clients make financial decisions. It offers sleek tools for proper money management and guides them through money-saving journeys to achieve their goals.

‘next’ has mood, look, and feel that side step the traditional profile of the finance industry. The brief was to produce a film according to how ‘nexters’ consume content and get informed about new products.

The objective was to communicate the features of the platform ‘next’ in a way that was not seen as advertising and to launch and position its brand in a big and bold approach.