Sarah
Cardona
Senior Art Director
• Step into the unknown • All Rights Reserved © 2025
🥉 Bronze Círculo Creativo
2025
Nubank
Flee from the Cliché
THE CHALLENGE
We needed to capitalize the conversation on social media during Halloween with a 100% organic initiative, relevant to the season and aligned with our brand territory: Making better decisions.
THE OPPORTUNITY
Halloween is deeply connected to horror movies—a genre full of clichés where the protagonists always make bad decisions: they investigate the strange noise, go down to the basement, or read the forbidden book. But what would happen if, for the first time, someone made the right decision?
THE IDEA
This Halloween, we turned horror movie clichés into the first digital escape room on social media. A series of interactive episodes starring characters relevant to our audience (Jaime Maussan, Chinguamiga, and Armando Hernández), where we gave people the power to directly influence the narrative by commenting and sharing their best decisions with Nu to save their favorite character and change the ending.
Proving that when you make the right decision, no cliché survives the terror.
Credits
Creative Team
Nu Creative Hub
Creative VP: Gabriel Berta
Creative Director: Tatiana Rico
Creative Director: Alethya Heras
Art Director: Sarah Cardona
Copywriting: José Rivera
Production House: Santos
Director: Berro
Production House: Santos
Director: Berro