Financial choices accompany life projects at different stages. From organizing daily life to long-term decisions, what differentiates a financial institution is its ability to offer complete solutions that meet the expectations of each client.
It is from this premise that BTG Pactual, the largest investment bank in Latin America, will launch its new marketing campaign in early 2026.
The goal is to reinforce BTG's position as a bank that brings together everything expected of a financial institution – and goes even further, by combining technology, sophisticated products, digital expertise, and an investment team recognized by the market.
The main film brings together the brand ambassadors – actor and presenter Rodrigo Hilbert, chef Alex Atala, fashion and lifestyle influencer Silvia Braz, businesswoman and content creator Lelê Burnier, and digital influencer Manu Cit – in narratives that connect their personal journeys to the solutions offered by the bank.
The goal is not to simplify financial discourse, but to show how different tools and services can naturally integrate into the lives of those who demand more from a bank.
The communication strategy extends beyond the institutional film. One of the highlights is the original series "Tell Me About Your Account".
The program focuses on conversations with ambassadors, exploring financial decisions, life choices, and significant moments in their journeys, always connected to BTG's solutions.
Developed by the agency Artplan and produced by Delicatessen, the campaign was designed to run on multiple platforms. It includes films and advertisements for television, cinema, out-of-home (OOH and DOOH), streaming, radio, print media, digital channels, and social media, with formats adapted to each audience and context.
The plan also includes special initiatives with ambassadors, expanding the reach of communication beyond traditional advertising.
During the launch week, these activations will have a surprise element for BTG Card customers. For select purchases, consumers will have their bills paid and will receive a personalized card explaining the promotion.
The agenda included events on January 19th and 20th, with a "slice of cake" at Doce Aquarella; on January 21st, with the full payment of the bill at Dalva e Dito and DOM; and, from January 22nd to 25th, with the distribution of popcorn at BTG Pactual Hall. The experiences were recorded on video in a "case study" format, capturing the real reaction of the public.
Throughout the campaign, the content also serves as a showcase for products and services that have become central to the bank's strategy.
These include the investment app, the virtual assistant, the BTG Pactual Terminal, and card benefits such as zero IOF on international purchases, points programs, and cashback.
These resources appear as parts of an ecosystem designed to address everything from complex financial decisions to everyday needs, reinforcing the idea of a bank that combines solidity, innovation, and convenience in a single environment.
The campaign also marks the adoption of a new institutional tagline: “BTG Pactual. For those who expect more from a bank.” The phrase summarizes the positioning that guides all communication: that of an institution that delivers the essentials – and differentiates itself precisely by going beyond.