June 2026 – Some songs become hits. Others become so deeply embedded in popular culture that they shape the way people speak. That cultural phenomenon inspired Banco do Brasil’s latest campaign, created by NOVA in partnership with singer João Gomes.
Based on the lyric “você me resolve” (“you solve it for me”) from Gomes’ hit song Lembrei de Nós, the campaign transforms the refrain into a creative platform that connects Banco do Brasil to the everyday lives of Brazilians in a simple and relatable way—from making a Pix transfer to handling financial needs directly through the bank’s app.
Built around the concept “BB Solves It for Me”, the campaign combines João Gomes’ charisma, accessible language, and strong connection to Brazilian culture to present banking products and features in a lighter, more human, and everyday context.
“Our challenge was to bring together products and functionalities in a simpler, more relatable conversation, creating identification through situations that are part of people’s daily lives. Music serves as an emotional connector and helps communicate the campaign’s message in a straightforward and encouraging way,” said Bruna Goularte, Planning Manager at NOVA.
Among the featured services are Voice Command Pix, My Finances, Direct Credit in the App, Contactless Payments, Installment Plans for Cash Purchases, and Banco do Brasil Cards, all positioned as easy solutions for common financial situations faced by Brazilians.
Targeting primarily digital consumers between the ages of 18 and 40, the campaign was designed to balance brand building, consideration, and business generation, bringing Banco do Brasil’s services closer to the language and habits of its audience.
João Gomes’ selection was also a strategic decision. “João is already part of the Banco do Brasil universe. In addition to being sponsored by the bank on the ‘Dominguinho 2’ tour, he was chosen because he is authentic and represents a very contemporary expression of Brazilian identity. João has a rare ability to connect with different audiences and speak the language of Brazilians in a way that aligns perfectly with Banco do Brasil,” said Paulo Ribas, Creative Director at NOVA.
The media plan includes 30-, 15-, and 10-second television spots, along with five-second vignettes airing on major broadcast networks in programs such as Fantástico (Globo), Programa Silvio Santos (SBT), and Domingo Espetacular (Record). The films were produced by Nuvem, with audio production by Som de Odara.
The strategy also includes placements across streaming platforms such as Globoplay, Amazon, Netflix, and Spotify, featuring branded content, merchandising initiatives, and sponsored editorial content. In digital media, campaign assets will run across Meta platforms and YouTube.
The campaign will also extend into physical spaces through OOH and DOOH advertising, including activations at Brasília International Airport and São Paulo’s Congonhas Airport.
As an extension of the “BB Solves It for Me” concept, the communication incorporates calls to action such as “Solve It in the App” and “Straight on WhatsApp,” reinforcing the brand’s connection to the everyday language of Brazilians.
