For years, Renata Sorrah’s Math Lady became the internet’s universal symbol of confusion. In Brazil, investing had the same problem. Tesouro Direto brought back the original face behind the meme to finally solve it. Same woman. Same equations. A completely different answer. What started as a joke became financial education. What looked complicated became simple and what once stood for doubt helped generate R$ 2.4 billion in incremental investment for Tesouro Direto.
The world’s biggest meme was solved and Brazil put its money to work.
Agency: Zmes
My role: CCO