#DesafioEvoluWill on TikTok

How can a financial institution engage people to creatively demonstrate the transformative power of credit? The struggle was real, but we took on the challenge of deconstructing TikTok clichés and exploring its incredible anthropological side. Worked great!

This campaign was not just the most engaged brand mission ever; it also landed us as finalists at the TikTok Ad Awards 2022. Our theme song for the challenge, the catchy 'piseiro,' even made it to the Top 50 on the platform!

The strategy was teamed up with TikTok’s internal team to maximize the platform's tools, and every piece of creative execution—from strategy to final outputs—was crafted by my in-house creative team at will bank. Proudly, the team I led was the only in-house group to be finalists in the TikTok Awards, standing shoulder to shoulder with major agencies and clients.