SANTANDER SUPERFONDOS / SANTANDER INVESTMENT FUNDS

Auntie Explain It To You

How a digital-first idea made investment funds feel simple, human and imaginable for people who had never seen themselves as investors. At Holanda, the agency I co-founded, I led strategy and creative.

We competed against much larger agencies, with deeper resources, bigger structures and long-standing relationships across the market.

But this brief was not going to be won by size. It had to be won by an idea.

















Santander needed to make investment funds relevant to people who did not see themselves as investors. In Argentina, that meant simplifying financial language: the category felt distant, technical and reserved for experts, while banks still carried the scars of 2001.

















The challenge was not simply to explain the product. Before people could understand it, they had to imagine it was something for them. The answer was not inside the category. It was inside culture.
















That is how La Tía de los Superfondos was born: a warm, intense and instantly recognizable Argentine aunt who could make the complex feel obvious from her own kitchen table. I built the campaign with USD 50,000, one house, one actress and one dog. With so little, every decision had to be precise and work harder.
















These were not isolated commercials. I designed a narrative system: one character, one tone, one world and a repeatable logic capable of turning fear, mistrust and complexity into familiar conversation.

















What began as snackable digital films grew into TV, radio, social and a full 360 campaign. It exceeded Santander's +30% new-customer target, won a Silver Effie in Financial Services, ranked in AdForum's Top 5 in Latin America and opened an industry conversation.















 
As co-founder of Holanda, I led brand narrative, strategic reframing, concept, character development, content architecture and scripts.
















One house. One aunt. One dog. One bank. One difficult product. One idea that made investing stop feeling like someone else's conversation.