The campaign, created by WMcCann, aims to celebrate national sport and show the ways in which it is inserted in people’s lives.
Banco do Brasil launched its new campaign which aims to reinforce its support for national sport, with the announcement of its sponsorship of surfing champion, Italo Ferreira.
The piece, created by WMcCann, celebrates the national sport and presents how it is in the life of Brazilians, including the way of speaking, the smile, the ginga of the crowd and the strength to overcome and achieve victory.
With a focus on projecting new talent, boosting athletes, strengthening modalities and rescuing the pride of fans for Brazil, the main objective of the campaign is to show how sport is an important platform for social integration, capable of improving the health and well-being of each individual. , in addition to transforming the future of thousands of Brazilians. The first film, produced in partnership with O2, exalts the sport of surfing with narration by rapper Gabriel O Pensador, and participation of champion Italo Ferreira.
BB is proud to have contributed over all these years to the growth of the national sports scene and is happy to announce the new sponsorship of Italo, a big name in Brazilian surfing. Our new campaign is yet another reflection of this commitment, where we want to exalt and strengthen Brazilian sport and boost the achievements of our athletes, said Paula Sayo, director of marketing and communication at Banco do Brasil.
The campaign will tell real stories of overcoming challenges through sport, emphasizing its transformative potential and recovering the emotion, fun and realization of dreams that sport provides. On social media, a squad of influencers also made up of talented athletes such as Tati West, Silvana Lima and Juliana dos Santos will amplify the message and reach different audiences.
We are very happy with Banco do Brasil’s new campaign, which reinforces its role as a transforming agent and establishes an emotional connection with the public, encouraging the search for the maximum potential of each individual. Our creative concept sought to promote the pride of being Brazilian and to work with sport as a link between Brazilians, highlighting its transforming potential, added Patricia Andrade, Executive VP, general director of Braslia, and head of growth at WMcCann.
