Bradesco was pivoting toward digital-first products and wanted a behavioral one, not another feature bolted onto the app.
The mechanic was small and clever: every debit transaction rounds up, and the difference plus a fixed amount lands in your savings the next business day. Saving without deciding to.
Our job at One Digital was to launch it.
The idea had been in the air at the agency for a couple of years before Bradesco moved on it. When they did, we got to put a face on the product, or more accurately several little faces. The piggy bank universe gave the savings mechanic a tone that wasn't earnest, wasn't preachy, and didn't sound like a bank.
It ran across every surface the audience was likely to meet it on: a TV commercial, a responsive site, an in-app flow, digital banners across major media, and a social presence to keep the piggies turning up where people already were.
The behavioral hypothesis had to land before the product settled into being a banking feature, which put most of the conversion weight on the digital surfaces: website, app, banners.
Banners ran across digital media to drive product adoption. Same piggies, same proposition, sized for every placement.
Music composed with the team at Instituto, and I voiced one of the piggies. The playfulness wasn't decoration. It was the product proposition made visible and audible.
Poupa Troco launched in 2016 and is still listed among Bradesco's products in 2026, with a Prime tier added along the way. Behavioural products at retail-bank scale rarely last that long. Most get a launch, a campaign, and a quiet removal from the app the year after.
The piggies we drew for the launch still belong to a service people are using. That is a strange kind of afterlife for a campaign character, and the part of this project I'm proudest of.
Client · Bradesco (2016)
Agency · One Digital · São Paulo
Creative & art direction · Davi Serrano, with the One Digital team