ISLA has developed Flash’s new campaign to communicate a new chapter for the company: the expansion of its benefits portfolio and the strengthening of its proposition to simplify management for businesses.
Recognized as a pioneer for launching the country’s first branded benefits card—accepted at millions of establishments—Flash is now expanding its offering with new products. Among the highlights is Flash’s transportation benefit, which digitalizes the perk by allowing management and top-ups via the app, as well as direct use on public transportation—including contactless payments—using the Flash card itself.
At the same time, the company emphasizes the evolution of its product by offering a platform dedicated to integrated benefits management. Launched a few months ago, the system was designed to simplify HR teams’ routines, enabling them to centralize the management of different benefits providers in one place, with greater control and automation.
Employees, in turn, gain a complete view of their benefits package through the Flash app, with access to detailed information about each item, along with the experience the brand delivers: benefits available from day one, the freedom to use them in ways that best fit daily life—within company policies and legal compliance—and a simple, intuitive, frictionless journey.
To tell this story, ISLA draws on a common reality faced by HR professionals: fragmented systems, excessive manual processes that don’t communicate with each other, and the complexity of managing multiple suppliers. The campaign portrays this scenario with a light touch, using music as a language to transform real pain points into “reasons” for change.
The creative concept behind the new Flash films turns the daily challenges faced by HR professionals into reasons to switch and embrace the brand’s simplified solutions. The idea evolves from the previous campaign, which featured the iconic MPB song “Me Dê Motivo” as its soundtrack, inviting professionals to choose Flash by reinforcing its competitive advantages.
“We approached HR with a lot of empathy—and a bit of humor to bring lightness to the topic. Music became a way to translate this into something relatable and easy to remember. In the end, they are truly ‘reasons’ to want to simplify this routine,” says Ricardo John, Partner and CEO of ISLA. “With a less obvious approach to B2B communication, we show that it’s possible to talk about more technical categories in a way people actually want to hear,” he adds.
This time, the main film brings together different characters in a musical gathering, forming a chorus of reasons to switch to Flash. The tactical pieces dive into classic, everyday HR situations—such as delays, system overload, and stalled processes—showing how all of this can be made simpler with Flash.
“By choosing music as a language to portray the bureaucracy and challenges that are part of HR professionals’ daily lives, we were able to create quick and memorable identification, reinforcing the real ‘reasons’ to simplify their routine with Flash,” says Danilo Lima, Flash’s branding director.
The campaign launches across digital channels, cinema, and out-of-home (OOH) media.
