Under the creative concept “Corporate Life Comedies,” Flash’s new campaign aims to broaden public perception of the brand, which has evolved in recent years from a multi-benefit card provider into a comprehensive work management platform—without sacrificing entertainment. Created by ISLA, the campaign reinforces the brand’s tagline, “Go Flash and Fly,” emphasizing its mission to make companies’ day-to-day operations easier, while the message “Flash Is More Than a Card” underscores the company’s expanded value proposition.
“Building new products is a challenge. Getting the market to recognize that evolution is an even greater one. Flash became known for its benefits card, but today we offer a complete work management platform that brings together benefits, people management, and expense management solutions. This transformation requires a shift in how we’re perceived, and this campaign was created precisely to accelerate that process. By using humor to portray the daily routine of HR professionals who use Flash, we’re able to introduce our platform in a lighthearted and memorable way,” said Danilo Lima, Branding Director at Flash.
The campaign’s films portray everyday corporate situations to illustrate the challenges faced by Human Resources teams in managing bureaucratic processes such as recruitment, onboarding, time tracking, and benefits administration. Amid these workplace hurdles appears Mingo, Flash’s flamingo mascot, who takes center stage for the first time as the ideal HR partner—guiding the narrative with humor while helping simplify complex processes.
“Our biggest challenge was demonstrating the impact of Flash’s platform through communication that would immediately resonate with people working in HR. We found humor to be the perfect way to transform technical topics into more human and engaging stories, while Mingo was created to give the brand personality and embody the trusted partner that makes the workday easier,” said Marcelo Rosa, Creative Director at ISLA.
The creation of Mingo is one of the campaign’s highlights. Developed entirely using computer-generated imagery (CGI), the character was designed to interact naturally with both the actors and the environment. The post-production process brought Flash’s longtime symbol to life, transforming it into the central character of the brand’s communications.
In addition to the films—produced by People and directed by João Papa—the campaign includes a series of content pieces exploring specific features of Flash’s platform in greater depth. The campaign will run across digital platforms, LinkedIn, YouTube, Spotify, cinemas, and other media channels.
