Nubank World Cup
Nubank's first World Cup sponsorship in 2022 wasn't just a campaign — it was a cultural statement. The concept "Believe and GO." pushed the brand's existing platform from belief into action, showing up at Brazil's most beloved sporting event with something fans could actually do. The campaign delivered a complete visual identity, OOH, a TV spot, and NuBolão — a predictions game built in-house and deployed directly inside the Nubank app. Over 28 days and 64 matches, 8.27 million people participated, forming 728,000 groups and making 298 million predictions. The Brazil vs. Serbia opener alone generated nearly 5 million predictions. More than an activation, the World Cup marked a turning point for Nubank as a brand — placing it alongside Brazil's largest traditional banks in one of the country's most-watched cultural moments, building trust with existing customers and opening doors to audiences the brand hadn't yet reached.
Client
Nubank World Cup
Industry
Finance
Year
2022
Services
World Cup Campaign
Creative direction
INtegrated campaign
01 Context & Challenge
The 2022 World Cup was Nubank's first as a sponsor — and the challenge was to create something that went beyond a traditional campaign. For a brand built on empowering people to take control of their financial lives, showing up at the world's biggest sporting event required an experience that felt genuinely Nubank: participatory, digital-first, and built around the customer.
02 Strategic Intent
The campaign concept — "Believe and GO." — was an evolution of Nubank's existing "You Can Believe" platform, pushing it from belief into action. The idea was to give customers something to do, not just something to watch. That meant building a full experience: campaign identity, out-of-home, TV, and a game developed and deployed entirely within the Nubank app itself.
03 What We Built
A custom AI production pipeline built on Krea + LoRA + Weavy, delivered in 8 weeks. The LoRA was trained on four carefully curated reference images to capture Nubank's material quality, lighting behavior, and color signature across both segments. A structured prompt formula ensured repeatability in Portuguese, Spanish, and English. The system was then deployed as an internal no-code tool (Weavy App) where designers generate production-ready visuals by filling in two fields: Principal Element and Context. The tool supports generative background expansion — re-imagining scenes across formats rather than cropping — preserving composition from 156×156px icons to 375×812px full-screen hero images.
04 Impact & Extension
8.27M participants. 728,000 groups formed. 298M+ predictions made across 64 matches. The Brazil vs. Serbia opener alone generated nearly 5M predictions — making NuBolão one of the most engaged activations in Nubank's history, and proof that a financial brand could own a cultural moment at scale.
By occupying a space historically dominated by Brazil's largest traditional banks, Nubank signaled that it had arrived — not just as a fintech, but as a major cultural force. The campaign built trust with audiences the brand already had, and opened doors to audiences it hadn't yet reached.
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