Nu México has teamed up with singer and actress Belinda for a new campaign encouraging financial empowerment and personal reinvention. The initiative, titled "Toma la Decisión Nu" (Make the Nu Decision), connects the idea of financial well-being with the ability to make better choices, including covering up tattoo regrets.
Tinta Nu: A symbol of change and financial freedom
As part of the campaign, Nu has launched "Tinta Nu," a temporary tattoo studio in Mexico City’s Roma Norte neighborhood. The studio offers individuals the chance to cover up tattoos they regret, symbolizing the power of making new decisions—both in personal expression and financial management. According to studies, one in four tattooed individuals regrets at least one of their tattoos. Nu's campaign leverages this insight to highlight that, just as tattoos can be changed, financial decisions can also be improved.
Nu México’s campaign strategy and immersive experience
Paulina Juaristi, Marketing Director of Nu México, explained the philosophy behind the initiative. "Just as each tattoo tells a unique personal story, our finances reflect the decisions, dreams, and achievements that shape our lives. Making the Nu decision means not only changing past choices but also adopting a more conscious mentality to achieve financial goals with greater security and peace of mind."
Belinda, who takes on the role of a tattoo artist in the campaign, echoed this sentiment. "Financial decisions, like any other decision, can be transformed. It doesn’t matter what you have decided in the past—what’s important is that today you have the opportunity to do better."
The campaign’s execution includes digital media, out-of-home advertising, and influencer marketing. Directed by Fran Colombatti and produced by Landia, the initiative also features a promotional video by director Salvador Espinosa. The "Tinta Nu" experience was developed by Bomba production house, further enhancing Nu’s immersive approach to personal and financial reinvention.
