• CAMPAIGN • SUFI • DDB WORLDWIDE

AN OPPORTUNITY IS WAITING.
TAKE IT. SUFI HAS YOU COVERED.

SUFI • A Bancolombia Brand • Student Loans

CUSTOMER

Sufi • Bancolombia

AGENCY

DDB Worldwide

MY ROLE

Head of Art

01 THE CHALLENGE

Make student loans feel like an opportunity not a burden.
SUFI needed to reposition its student loan offering for young Colombians who viewed financing as a bureaucratic hurdle rather than a path forward.. The challenge was to completely reframe the conversation from a cold financial product to a brand that genuinely helps people pursue their education.

02 THE IDEA

Bring the diploma to life and send it out to find the people who earned it.
We turned the diploma itself into a fully animated 3D character that goes out into the world searching for its future owners. It appears in everyday places approaching a young woman on a park bench, approving a student’s loan inside a library, and reminding people that opportunity doesn’t wait. It finds you.

03 EXECUTION

Digital, CRM & Experiential. The Diploma Everywhere.
EMAIL CRM

The Diploma Lands in Your Inbox

Personalized email campaigns sent to university student audiences, featuring the animated diploma as the sender.

SMS / WHATSAPP

Your Opportunity Reaches Out escribe

Timely SMS and WhatsApp messages delivered during key enrollment moments—with a direct link to apply for a student loan.

LANDING PAGE

Estimate Your Student Loan

A dedicated landing page where the diploma guided prospective students through the loan calculator step by step.

DIGITAL

The Diploma Follows You

Retargeting campaigns featuring the animated diploma, reaching students who had previously visited university websites and education-related platforms.

The Diploma Went Where Students Were.

01

University campuses

Immersive brand activations in cafeterias and high-traffic areas across leading universities in Bogotá, Medellín, and Cali. The life-sized diploma invited students to estimate their student loan on the spot.

02

College & career fairs

The diploma appeared at Expouniversidad and other college and career fairs attended by high school seniors.These events are where students make one of their biggest decisions: what to study and how they'll pay for it./p>

03

High school seniors

The diploma visited senior classrooms, giving short talks about student financing options before college decisions were made. An early touchpoint that planted the idea before enrollment season began.

04

Loan estimator

Pop-up activations in high-traffic shopping malls staffed by SUFI advisors and equipped with tablets. Students could estimate their monthly loan payment in under three minutes no paperwork or appointments required.

05

Bancolombia branches

The diploma appeared across Bancolombia branches and banking agents through in store POP displays. It reached existing banking customers where applying for a SUFI student loan was just a natural next step.

06

Workplaces

The diploma showed up in meeting rooms and shared spaces at companies with university partnership programs. Its message was simple: Your graduate degree is waiting. SUFI can help you get there.seguirlo.

04 RESULTS

Turning Curiosity into Applications.

Young Colombians
Reached
+ 0 M
Increase in Student Loan
Applications Submitted
+ 0 %
New Student Loans
Approved During the Semester
+ 0 K
Increase in Unaided Brand
Awareness
+ 0 %

05 MI ROL

HEAD OF ART

CONCEPTO VISUAL

SUPERVISION 3D

SISTEMA VISUAL

DDB WORLDWIDE

Mi responsabilidad fue la dirección de arte integral de la campaña: la conceptualización visual del personaje, la supervisión de la producción 3D, la construcción de los escenarios cotidianos donde el diploma cobra vida, y la coherencia visual del ecosistema completo, print, BTL, CRM y digital. La decisión más crítica fue el tono del personaje: ni intimidante ni infantil, sino cercano y con actitud. Desarrollado en dupla creativa.

05 MI ROL

HEAD OF ART
CONCEPTO VISUAL
SUPERVISIÓN 3D
SISTEMA VISUAL
DDB WORLDWIDE

Mi responsabilidad fue la dirección de arte integral de la campaña: la conceptualización visual del personaje, la supervisión de la producción 3D, la construcción de los escenarios cotidianos donde el diploma cobra vida, y la coherencia visual del ecosistema completo, print, BTL, CRM y digital. La decisión más crítica fue el tono del personaje: ni intimidante ni infantil, sino cercano y con actitud. Desarrollado en dupla creativa.

05 MI ROL

HEAD OF ART
VISUAL CONCEPT
3D ART DIRECTION
VISUAL SYSTEM
DDB WORLDWIDE

I led the art direction for the campaign from end to end from developing the visual identity of the diploma character to overseeing its 3D production and designing the everyday environments where it came to life. I was responsible for maintaining a consistent visual system across every touchpoint, including print, experiential, CRM, digital, and social. One of the most important creative decisions was defining the character's personality: approachable and confident never intimidating or childish.