FÉLIX
CON
FI
DENCE
"We were trying to build an emotional connection with people who didn't know us yet, and often didn't understand our product. This campaign closes that gap. It brings the brand closer to the product and builds familiarity and trust, in a closer, more human language."
Gabriel Roizner
Head of Marketing, Félix
In on the joke
Transfer Tales makes Félix familiar fast. Three stories run on humor and family chaos, with characters who break the fourth wall and let the audience in on the joke. They launch a week apart and then come together, so each story sets up the next. By the holiday sending peak, people already know the cast and remember the brand that brought them home.
3
TALES, ONE WORLD
7
MEDIA CHANNELS
One world, every screen
We built the world before the media plan, so every piece was born native to its channel instead of adapted later. Three tales, Don Chucho, Quinceañera and Fortune Teller, were directed by Simón Bross and run as :30 stories with :15 and :06 cutdowns on CTV, YouTube, Univision, Telemundo and Estrella. The same world carries into:
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Streaming audio and podcasts
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TV integrations and virtual signage in live Liga MX
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Gas-station screens, transit and street DOOH
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Social extensions featuring talent moments, behind the scenes, alternate takes and UGC-style content
The same sonic cue closes every story.
Why, not how
Nobody sends money home for the exchange rate. They send it for a quinceañera, a school list, a tía's rent. Transfer Tales is a storytelling platform built on that why. Real family moments are pushed just far enough to break the fourth wall with humor, then resolved in a few taps inside the chat everyone already uses. The team nicknamed it the Chucho-verse: a world where senders see themselves, and the family on the other end.
Beyond the transfer
Performance marketing had grown Félix fast. But it was asking for an emotional connection from people who didn't know the brand yet, and often didn't understand what it did. In a category that competes on fees and exchange rates, the next chapter needed something harder to copy: a brand tangible enough to understand, human enough to trust, and easy enough to send with confidence.
