A Sangría-created campaign and media strategy reaching audiences across linear and connected TV, YouTube, social, streaming audio, out-of-home and Liga MX game coverage

MIAMI, Oct. 8, 2026 /PRNewswire/ — Félix, the financial technology company building financial services for Latinos in the United States through an AI-powered conversational experience on WhatsApp, has launched “Transfer Tales,” a new brand campaign created by independent advertising agency Sangría. The campaign uses character-led stories to make an everyday act of support—the money people send to loved ones—more visible, memorable and relatable.

Watch the “Transfer Tales” campaign:
https://www.youtube.com/watch?v=baFf4nAR7t8
https://www.youtube.com/watch?v=CixYXU7oZHk
https://www.youtube.com/watch?v=yKf2z6Fajp8

Directed by award-winning Mexican filmmaker and advertising director Simón Bross, the campaign unfolds as a series of connected tales, beginning with Don Chucho and expanding to a Quinceañera and a Fortune Teller before bringing the characters together. The stories give Félix a recognizable creative platform for showing up across screens and in the moments that matter to its audience, while keeping the product message simple: sending money through WhatsApp is easy and secure.

Sangría developed the campaign and an integrated awareness plan spanning linear television, connected TV, YouTube, Meta and TikTok. The rollout also includes streaming audio and podcasts, digital out-of-home screens and gas-station video. During Liga MX game coverage, Félix will appear through in-game virtual signage and TV integrations, placing the brand alongside a sport with deep ties to its audience. Creative is rolling out in stages throughout the fall.

The plan pairs longer-form films with short-form video, audio and high-impact placements suited to each setting. On connected TV, the campaign includes traditional spots and interactive in-content formats; on YouTube, it runs across in-stream video, Shorts and bumpers. Sangría will measure the effort through brand awareness and reach studies, as well as channel reporting, using the findings to inform future investment.

“This campaign is closing that gap between the brand and the product—building familiarity and trust while clearly showing Félix’s functionality and benefits, all through a more relatable, authentic and human approach,” said Gabriel Roizner, Head of Marketing at Félix.

“Transfer Tales” marks a new chapter in the relationship between Félix and Sangría, which Félix retained as its agency of record earlier this year. The launch brings Sangría’s strategy, creative and media teams together around one campaign idea, designed to build familiarity with Félix and the ease of sending money through WhatsApp. And that’s the idea: Félix turns every money transfer into a tale worth telling.

Campaign Credits:

Client: Félix

Agency: Sangría

Director: Simón Bross

Production Company: Sparx

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SOURCE Sangria