ABOUT THE PROJECT

Sendwave, a global money transfer app, partnered with World Cup footballer, Cafu, to reach its Brazilian audience abroad. The concept was driven by the uniquely Brazilian feeling of ‘saudade’ – a longing for a home that lingers only in nostalgia. This feeling was identified by our Brazilian audience as something incredibly emotionally resonate for them, and Cafu could also relate to the feeling as well. He often closed the gap in his emotional life by sending money back home to his friends and family back in Brazil, just as many of Sendwave’s potential users in the diaspora do as well.