OBRIGADO, EU!
Crédito Agrícola wanted to bring more young buyers to its home loan, and to be seen as the bank that is genuinely on their side. Buying a first home in Portugal is hard enough, and the product itself gave us little to lead with. No lowest rate, no standout feature, nothing that would stand out on paper.
So we chose to connect on emotion instead. We started from how the decision actually feels. Buying a first home mixes real excitement with real doubt, the quiet “will I manage this?”. That pointed us away from the product and towards the person making the choice. Buying is an investment in yourself, and the version of you a few years from now is the one who gets to enjoy it.
Crédito Agrícola wanted to bring more young buyers to its home loan, and to be seen as the bank that is genuinely on their side. Buying a first home in Portugal is hard enough, and the product itself gave us little to lead with. No lowest rate, no standout feature, nothing that would stand out on paper.
So we chose to connect on emotion instead. We started from how the decision actually feels. Buying a first home mixes real excitement with real doubt, the quiet “will I manage this?”. That pointed us away from the product and towards the person making the choice. Buying is an investment in yourself, and the version of you a few years from now is the one who gets to enjoy it.
That became the concept:
Obrigado, Eu! O teu futuro Eu agradece-te.
Built in CA’s own green and orange. It speaks to you as “tu”, informal and direct, with Eu set in italics so that one word reads as a quiet conversation with yourself. Whatever you choose to do with the reward is your choice, which is what makes it the right one.
That became the concept:
Obrigado, Eu! O teu futuro Eu agradece-te.
Built in CA’s own green and orange. It speaks to you as “tu”, informal and direct, with Eu set in italics so that one word reads as a quiet conversation with yourself. Whatever you choose to do with the reward is your choice, which is what makes it the right one.
The reward made the idea tangible. With TLC Worldwide Portugal, CA gives every young client who contracts or transfers a home loan 750€ in gift cards, split across the things that matter right after the keys change hands: the home, technology, groceries, and experiences.
The reward made the idea tangible. With TLC Worldwide Portugal, CA gives every young client who contracts or transfers a home loan 750€ in gift cards, split across the things that matter right after the keys change hands: the home, technology, groceries, and experiences.
The idea needed a simple visual device, so we split the frame in two. A present self in black and white meets a future self in full colour, already living the thing the decision helped unlock. The jump from grey to colour tells the story on its own, and CA green holds every piece together.
It ran as three stories, each one built around an interest the target recognises. One shows a future self with a guitar in hand. One fills a new home with books. One heads out the door with a surfboard. Same structure every time, with the future self turning back to say Obrigado, Eu.
The idea needed a simple visual device, so we split the frame in two. A present self in black and white meets a future self in full colour, already living the thing the decision helped unlock. The jump from grey to colour tells the story on its own, and CA green holds every piece together.
It ran as three stories, each one built around an interest the target recognises. One shows a future self with a guitar in hand. One fills a new home with books. One heads out the door with a surfboard. Same structure every time, with the future self turning back to say Obrigado, Eu.
It rolled out always-on and in waves. 3 hero films, CTA shorts, statics, and carousels ran across social media, display, print, radio, press, alongside OOH and CA’s own channels. It also ran on physical displays in every Crédito Agrícola agency across Portugal.
Anchored by one concept and one voice, it connects on emotion rather than price, and positions Crédito Agrícola as the partner that backs young people as they invest in themselves.
It rolled out always-on and in waves. 3 hero films, CTA shorts, statics, and carousels ran across social media, display, print, radio, press, alongside OOH and CA’s own channels. It also ran on physical displays in every Crédito Agrícola agency across Portugal.
Anchored by one concept and one voice, it connects on emotion rather than price, and positions Crédito Agrícola as the partner that backs young people as they invest in themselves.
Credits
Year: 2025
Agency: Blue Pepper
Client: Crédito Agrícola
Concept & Strategy: Filipe Cordeiro, Djáli Campos, Ana Silvestre
Creative & Art Direction: Filipe Cordeiro
Script & Storyboard: Filipe Cordeiro, Ana Silvestre
Filming & Photography: Sake Multimédia
Direction: Filipe Cordeiro
Production: Djáli Campos
Project Management: Djáli Campos
Graphic Design: Filipe Cordeiro, Martim Martins, Maria Reis
Motion Design: Filipe Cordeiro, Martim Martins
Video Editing: Filipe Cordeiro, Martim Martins
Copywriting: Ana Silvestre, Filipe Cordeiro
Sound Design: Blim Records