São Paulo, May 14, 2026 — Nubank, one of the world's largest digital financial services platforms, begins a new communication phase for Nu Empresas with the launch of the campaign “Lázaro e seus ramos” (Lázaro and his branches), starring Lázaro Ramos.
The campaign, derived from a play on words between the business world and the artist's last name ("Ramos", which means branches in Portuguese), presents the entrepreneur as a versatile manager involved in various businesses to represent the diversity of the entrepreneurial journey in Brazil and show how Nu Empresas has reliable solutions for different types of businesses.
“With Nu Empresas, we want to show that the reliable and uncomplicated experience already recognized at Nubank is also available for entrepreneurs, whether to organize the financial routine, manage cash flow, or access credit responsibly,” says Juliana Roschel, Vice President of Marketing and Growth at Nubank. "Having a figure like Lázaro Ramos is very strategic for speaking to our audience because, besides being an incredible artist, he is an entrepreneur. He understands the pains and joys of running a business, and this profile allows him to truly connect with our customers.”
Communication and Content Ecosystem
The initiative with Lázaro Ramos will unfold throughout the year into a communication ecosystem that includes paid media activations, proprietary channels, and OOH (out-of-home) distribution.
To complement the strategy over the year and show how its financial solutions fit into the daily routine of the most diverse businesses, Nu Empresas will also feature influencers from various segments — retail, technology, services, and the creative economy — in addition to a content partnership with wide-reaching channels such as GloboNews, Sportv, Multishow, and GloboPlay.
