ABOUT

We identified in Interbank's social media channels and those of the competition, those micro-aggressions that we overlooked in previous campaigns in favor of women.

Through an in-depth data analysis, message taxonomy, and with the help of diversity experts, we found 5 patterns that were constantly repeated in messages.

Here the idea was born, to fight those patterns through people who are used to always giving an answer: a freestyler.

In addition, this musical space in a global freestyle trend is an artistic world dominated by men, thus finding the most consistent way to combat the micro-aggressions that abound in networks, especially on TikTok.