APB – Associação Portuguesa de Bancos

In 2025 we won a pitch from all the major Portuguese banks through their associationAPB (Associação Portuguesa de Bancos), for a campaign against online fraud.

Since fraud is initially portrayed as something harmless, only to reveal its true nature later,we created a character that mirrors that exact deception.Innocent at first glance, but then...

The final campaign stayed remarkably close to that initial vision,and was then shared by every major bank in Portugal.