A big financial institution convened several partners for the launch of a convenient, accessible, easy, enriching and secure platform to encourage people to substitute the use of cash whilst benefiting from a new Super app to be launched in 90 days. HUMANN was responsible for the creative strategy development. From in-depth interviews with industry experts, observations of target audiences and analysis of qualitative studies and Big Data of users, internal work sessions etc, we determined the essence of the new super app; "baz con todo" and briefed ideograma to develop the brand and the creative team to come up with the campaign's "big idea" and story boards for baz launch. We examined what would make a meaningful user experience and highlighted the desired features on the new super app (the "jobs to be done".) "A few weeks after its launch, it is among the apps with the most downloads in Mexico and the first in entertainment on Google Play. As stated in recent press: "Every corner of Mexico begins to paint itself with the colors of baz, the super app with everything!, forever changing the way we pay, charge, grow our businesses, watch TV and movies etc"