The intention behind these Campos Invest ads is to bring the world of finance into everyday life. For many people, dealing with large sums of money is a complex and stressful venture, but this Brazilian bank strives to make it seem like second nature.
This is accomplished in a couple of ways. Firstly, the Longplay 360 advertising agency literally combined cash with common activities. Instead of picturing important historical characters' faces on the front of these bills, they depict counterfeit-proof printed illustrations of one man fishing and another rock climbing.
Next, each of the prints reads a statement that causes the viewer to question his own principles. The virtues of courage and patience are addressed in these Campos Invest ads, encouraging the public to engage with their assets the way they do with other aspects of life.
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