léo rachid_senior copywriter  

LESS BANKING, MORE BUSINESS
FOR A WORLD WHERE FÜR ELISE IS JUST A CLASSICAL PIECE AGAIN


the campaign that broke stone's record for new business account openings.
after several years building a strong brand foundation, stone grew from a startup with a few hundred employees into a 10,000-person fintech. at this stage, the company wanted to strongly promote its fee-free business account. its key differentiators were operational and customer support speed, along with seamless integration with point-of-sale transactions. by analyzing the market and the brand’s key proof points, we realized stone was almost like a time accelerator compared to traditional banks. staying true to Brazil’s cultural truths and tensions, we connected this insight to one of the most iconic symbols of poor customer service: the infamous für elise hold music on bank calls. that led us to ask: how painful would it be if everyday businesses treated customers as badly as the old-school banks do?

stone, known for answering calls in under 5 seconds, had the perfect positioning to expose this industry flaw. with the concept “less banking, more business” we launched a humorous campaign that led to a record-breaking performance. the work not only sparked national conversation but also set a new creative benchmark for the category.






on social media, to talk about having brazil’s best customer service, 
we brought back the worst one ever: judite.judite is a call center agent character that became famous in brazil as a symbol of bad telephone support. by giving her a voice (and a chance to make things right), we turned this iconic figure of poor service into proof of how far stone goes for its customers. because while others might ignore you, stone answers anyone, from anywhere in brazil, in just 5 seconds — 24/7.

as part of an integrated campaign, we used the opportunity to refresh the brand through a new photographic approach, 
bringing a more human and contemporary point of view to its visual assets.
the work also updated the brand’s 3D system, while the copy reinforced its positioning as a bank made for entrepreneurs: simpler, faster and free from the bureaucracy, long waits and wasted time of traditional banks.

my role: strategy, concept development and copywriting
art direction: alexandre rizzuti, maiara frias job and marcelo rodrigues
audiovisual lead: vinícius amorim
motion design: bruno faiotto and vini amorim
3D talent: bruno faiotto and lukas kawakami
photography: rodrigo maltchique
strategy: bruno novaes and flávia francis
PMO: amanda ranieri
creative direction: arthur lobão and lucas canto
CMO: felipe hatab
film direction: quico meirelles (O2 filmes)
agency: stonelab

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