In a heartwarming blend of nostalgia and finance, Will Bank has brought forth the ‘Maybe Next Time’ Store – a pop-up that takes adults on a poignant journey back to the past to fulfill the childhood dreams that may have been deferred.
The phrase “na volta a gente compra,” translated to English as “maybe next time,” holds a unique significance in the cultural landscape of Brazil. Parents, with the best intentions, would often use this phrase to navigate the delicate balance of financial constraints and children’s desires. Unbeknownst to them, it unintentionally sowed the seeds of a sentiment that lingered into adulthood.
A recent study conducted by Will Bank, exploring the realm of financial dysmorphia, uncovered a fascinating insight: nearly 80% of Brazilian adults expressed a desire to own things their parents couldn’t afford in the past. This study shed light on the profound impact of childhood experiences on adult behavior and aspirations.
In response to these findings, Beta Collective embarked on a remarkable initiative to transform the poignant expression “maybe next time” into a tangible, immersive experience. The ‘Maybe Next Time’ Store became a reality, filling its shelves with iconic toys and nostalgic memorabilia that defined the childhoods of Brazilians who grew up in the 80s and 90s.
The store, strategically located in one of Brazil’s busiest subway stations at Rua 25 de Março in São Paulo, became a haven for adults who could now revisit the past and acquire those cherished items they had once longed for. The beauty of this experience lies in its generosity – all items were offered free of charge, allowing individuals to reconnect with their childhood dreams without any financial burden.
Beta Collective’s Founder and Executive Creative Director, Bernardo Tavares, emphasized the overwhelming positive response the initiative received. Major Brazilian media outlets, including Folha de São Paulo, covered the story, generating significant online traction with over 105,000 likes organically.
The heartwarming success of the ‘Maybe Next Time’ Store was not confined to media coverage alone. The store, situated in the bustling heart of São Paulo, attracted more than 1,000 visitors in just three days. The emotional resonance of the campaign was vividly captured in a film directed by Marilia and Fabio Meirelles, known as IM (Irmãos Meirelles).
The film, featuring a Tamagotchi introducing the store, added a playful touch to the experiential campaign. The sibling directors, long-time collaborators with Bernardo Tavares, have a rich history of creating impactful campaigns for brands like Burger King and Cerveza Patagonia (The 5 Billion Star Hotel).
In essence, ‘The “Maybe Next Time” Store’ stands not just as a financial campaign but as a testament to the enduring emotional impact of childhood memories. Will Bank, through this innovative pop-up, has successfully woven together the threads of nostalgia and finance, creating an experience that transcends the transactional, resonating deeply with the collective consciousness of a generation.
