The creative idea was to repurpose the affectionate language of grandparents—such as stickers, memes, and inspirational videos—as a defense system. Using the WhatsApp bot, these emotional tools became personalized fraud alerts. The campaign blurred the lines between institutional messaging and organic content, between humor and public service. By transforming high-risk platforms into spaces of safety, Itaú introduced an emotionally intelligent solution—one that was surprising, effective, and deeply human.

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