GETNET BY SANTANDER
​
Getnet, Santander's payment platform for small and medium-sized merchants, needed to relaunch the brand and define a clearer role in their everyday business.

 

As co-founder of Holanda, I led the strategic and creative development of the Getnet relaunch.
​
With limited media investment, Getnet could not rely on scale. The strategy moved away from the category's usual focus on payment technology and toward a familiar truth: "The customer is always right."
​
Merchants cannot change their customers. But with Getnet, they can change the way they charge them.
​
Built on humor and empathy, the campaign moved Getnet beyond functional payment claims and gave the brand a more human role: an ally at the moment merchants care about most, getting paid.
​
The campaign received a Silver award at the 2023 Effie Awards Latin America in the Relaunches category and was selected by AdForum as one of the five best Latin American campaigns of the month.