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Qive, formerly known as Arquivei, launched a rebranding campaign to reinforce its position as a modern, innovative tax and financial management platform. Built around the humorous concept “National Museum of Wasting Time,” the campaign features Antônio Tabet as a guide through a fictional museum showcasing absurd, outdated financial processes that companies still rely on. Turning a familiar business frustration into comedy, the campaign positions Qive as the smarter, more efficient alternative, encapsulated by the line “Those who live in the past belong in a museum. Those who see the future go with Qive.” The campaign spans digital and social media, out-of-home, graphic design, photography and collaborations with creators and influencers, using humour to communicate Qive’s transformation while maintaining credibility in a traditionally conservative sector.
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