Description
After years of jokes, memes and comments across social media saying that Cif cleans everything – except people’s financial lives, the brand decided to take the internet seriously. Known for its powerful cleaning on over 100 surfaces, Cif Miracle Clean is now going beyond household messes to help clean people’s financial records. In an unexpected partnership with Serasa, Brazil’s leading credit bureau, Cif turned an online joke into a real solution. With the launch of a special-edition product, consumers now have the chance to win daily and weekly prizes to negotiate and pay off their debts proving that Cif can clean even what no one expected.
In Brazil, people don’t say they have bad credit. They used to say they have a “dirty name” – a popular expression used to describe consumers with unpaid debts and negative credit records. By embracing this cultural insight, Cif connects its iconic cleaning promise to a much deeper kind of mess: financial distress.
The initiative aims to support part of Brazil’s 81.3 million consumers currently in debt, nearly half of the adult population (49.66%), according to Serasa’s latest Debt Map. Debts negotiated through Serasa Clean Your Name, Brazil’s main debt negotiation platform, have an average value of R$795 (approximately $151). To prove that it can clean even debts “without effort,” the campaign offers prizes of up to R$1,000 per week (approximately $190) and R$500 (approximately $95) per day, helping consumers settle outstanding balances and make a real fresh start.
To participate, Brazilian consumers must purchase a limited edition Cif Clean Up Your Name (Cif Limpa Nome) product after March 7, keep the receipt, and from March 15 register it on the campaign website. Each CPF (Brazilian taxpayer identification number) may register up to three receipts during the promotional period for a chance to win any of the daily or weekly prizes. Consumers that are already registered on Serasa’s platform receive three times more chances in the weekly prize draws.
Developed by Droga5, the campaign brings a special-edition product label to supermarket shelves in March. Running through April 30, the promotion is expected to benefit more than 3,000 consumers.
This professional campaign titled 'Clean Up Your Name' was published in Brazil in March, 2026. It was created for the brand: CIF, by ad agency: Droga5. This Content, Digital, and Integrated media campaign is related to the Finance and Household Products industries and contains 2 media assets. It was submitted 2 days ago.
Credits
Droga5 São Paulo
Creative Agency: Droga5 São Paulo
CEO / Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Ana Cavalcanti
Creative Leader: Nayara Lima
Art Direction: Pedro Miranda, Eduardo Diniz
Copywriters: Lucas Abreu, Gabriel Lima
Content Leader: Kaerre Neto
Content Managers: Camilla Pinho, Amanda Avena
Content Creators: Daniel Beoni, Paula Carvalho
Chief Operating Officer (COO): Felipe Belinky
Chief Business Officer: Renata Cintra
Head of Client Services: Daniel Mason
Client Services Lead: Otavio Santos
Client Services: Mayara Medeiros
Chief Production Officer: Larissa Kubo
Head of Production: Stella Gafo
Production Director: Eduardo Machado
Producer: Pamela Santos
Head of Projects: Lucas Cardoso
Project Lead: Tatiane Donatangelo
Projects: Daize Correia de Brito
Chief Strategy Officer: Ana Cortat
Head of Strategy: Mariana Cordeiro
Strategy Leads: Henry Augusto Mira, Joaquim Trajano
Strategy: Luciana David
Head of Intelligence: Dênis Matos
Data Group Director: Matheus Facci
Data Manager: Leticia Figueiredo
Data Strategist: Joely Nunes
Head of Communities & Influence: Bárbara Raffaeli
PR Specialist: Letícia Chaves
Community & Influence Specialists: Maria Eduarda Fortes, Gustavo Prandini, João Ceccopieri
Clients (Approvers)
UNILEVER
Giovanna B. Gomes – CMO, Home Care Americas
Daniela Pereira – Media, Content & Influence Director, Home Care
Mariana Gonçalo – Marketing Director, Home Care
Gabriela Lairana – Senior Marketing Manager, Home Care
Kevin Castanha – Marketing Coordinator, Home Care
Micaela Bordigoni – Trade Marketing Manager, Home Care
Rafaela Paulucci – Trade Marketing Coordinator, Home Care
Ana Valentim – Content & Influence Manager, Home Care
Camilla Ramoa – Content & Influence Manager, Home Care
Amanda Guida – Media Manager, Home Care
Livia Toyama – Media Coordinator, Home Care
Gabi Varela – Content & Influence Coordinator, Home Care
Marcos Pola – PR Coordinator, Home Care
Ingrid Fernanda – Marketing Intern, Home Care
Maria Eduarda Nogueira – Marketing Intern, Home Care
SERASA
Agency: Serasa In-house
Creative Director: Renan Cunha
Creative Coordination: Dalvan Carvalho, Vinícius Bertollini
Art Direction: Dalvan Carvalho
Copywriting: Vinícius Bertollini, Matheus Limoeiro
Content & Influencer Coordination: Gabriela Siqueira
Influencers: Amanda Vaz, Gabriela Siqueira
Content: Mariana Lopez, Silvia Santos, Thaisa Fraga, Gabriela Siqueira
PR: Duda Yamaguchi, Maria Peppe Cecchetti
Planning: Marina Berretta, Laisse Francisco
Offline Media: Fernando Gambaro
Digital Media: Larissa Chidiac, José Emílio Capobianco, Camila Oliva, Giovana Souza, Marcela Mendes, Brena Lima, Maria Gal
Partners
BR Media Group
Commercial: Thais Semer, Paulo Fabricio, Vitor Marques, Laura Cassaro
Operations: Rafaela Sgariboldi
Client Services: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga
Planning: Allan Alves, Letícia Lopes, Tiffany Ramirez
Data Analysis: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano
Initiative
Managing Director: Ana Raquel Hernandes
Senior Director: Camila Artacio
Junior Director: Gleyka Ferreira
Manager: Katia Lima
Supervisor: Pablo Bortolini
Planner: Vanessa Dantas
Coordinator: Renata Silva
Cadastra
Client Services Director: Leandro Rodrigues
Client Services Manager: Mayara Carrera
Client Services Coordination: Daiane Souza, Fernanda Bueno
Client Services Analysts: Raphaela Monteiro
Media Director: Henrique Casagranda
Media Manager: Carolina Bianchi
Media Coordination: Samanta Sena, Renan Macedo
Media Analysts: Letícia Brito, Renato de Oliveira
Biosphera Omnicommerce
Co-CEO / CCO: Enricco Benetti
Co-CEO / COO: Oscar Moraes
VP of Business: Mariana Bazello
Account Manager: Mayara Cappellani
Account Executive: Rafaela Paiva
Creative Director: Diogo Bonaparte
Art Directors: Carol Zatti, Adilson Azevedo
Copywriter: Nagila Palaretti
Planning Director: Fil Alberto
Planning Manager: Danielle Saraiva
Production Director: Paula Pereira
Operations Director: Flavia Takeda
Operations Manager: Flavia Lino
Agency: Pinkers (Oliver)
Creative Supervisors: Diego Marcato, Thamires Freitas
Art Direction: Pedro Andrade
Copywriting: Guilherme Pupo
Account Manager: Thais Vogelsanger
Account Director: Beto Rando
Production Companies
Genco Film
Director: André Vidigal
Executive Producers: Leyla Fernandes, João Carvalho
Director of Photography: Thiago Beck
Coordination / Client Services: Diego Casmurro
Administration: Fabricio Dantas, Amanda Lima
Production Director: Renato Salmaso
Producer: Juliana Souza
Art Director: Akaue Barkó
Art Assistant: Alexandre Borges
1st Assistant Director: Marcela Daud
2nd Assistant Director: Ana Clara de Biasi
Prop Master: Guilherme Ferreira
Casting Producer: Mariana Godoy
Sound: Samuel Borimecico
Celebrity Styling: Eddy Bernardo
Celebrity Makeup: Jana Moraes
Post Client Services (Genco): Rafahell
Post-Production
Film Director: André Vidigal
Audio Production: Berimbau Studio
Technical Director: Gustavo Minicucci
Post-Production Coordination: Fernando Vellosa
Assistant Post Coordinator: Hugo Ferriolli
Client Services Directors: Isabela Hana, Betânia Menardi
Post Client Services: Lucas Monteiro
Finishing: Vitor Liesenfeld
Conform: Guilherme Vila, Matheus Becker
Editing: Lucas Valente
Assistant Editor: Camila Rodrigues
Colorist: Humberto Mudim
Lead Compositor: Eduardo Nascimento
Compositor: Eduardo Gonçalves
Motion: Caio Vinícius
VFX Finishing: Pedro Gomide
Concept Art: Daniel Cestari
Digital
Director: Giovanna Postiglione
1st Assistant Director: Gustavo Oliveira
Director of Photography: Gabriel Borges
1st Camera Assistant: Guilherme Sacontoras
