Considered the most sustainable bank in the world for the fourth time, the Bank of Brazil holds a series of institutional agendas this week, in New York (USA). The agendas began with debates at the headquarters of the United Nations (HIM), with the president of BB, Tarciana Medeiros, carrying the messages of the ESG agenda, focusing on the bank’s public commitments to the environment and diversity. Furthermore, BB is also doing business in NY and communicating its sustainability image globally, taking advantage of the fact that the world’s spotlight will be focused on the city, ahead of the UN General Assembly.
To highlight this position, the bank presents its new campaign, All Amaznia, which is part of the global movement to raise awareness about the importance of forest preservation and the recovery of degraded forests, bioeconomy and appreciation of the population living in the Amazon.
BB wants to be recognized as a global protagonist in sustainable practices and businesses in the financial system, and we are already promoting funding in sustainable businesses, including the entire carbon credit chain, in addition to our broad operations in capital markets, agribusiness and family farming from Brazil. Therefore, we are in New York participating in meetings with several external investors and multilateral organizations, to form partnerships and raise resources for the purpose of environmental preservation, especially with regard to the Amazon, says Tarciana, indicating yet another business agenda that the bank is considering. leading not only in Brazil, but in the international market.
All Amaznia na Times Square
Launched this Tuesday (19), BB’s new campaign occupies all the main panels of Times Square in a synchronized manner, dominating the most famous region of NY to promote and support awareness about the importance of preserving the Amazon, highlighting its biodiversity and its power. Created by the agency WMcCann, communication shows the Amazon alive beyond the forest, reinforcing its art, its customs, its people and its pains. The indigenous rapper of the Guarani Mby people, Orew, voices the film, which you can see in full below.
https://www.youtube.com/watch?v=bhkys4LzNnM
With the campaign, the bank will also communicate two new sustainability commitments, which focus on conservation and reforestation, and zero illegal deforestation.
We recognize the challenges we face in the future and work to play a transformative role in society, business and the planet. The new campaign comes to tell how we are evolving with our commitments and communicate about our Amazon in a sensitive and enriching way. We have been supporters of national culture for over 30 years. This All Amaznia movement also highlights Brazilian culture, reinforcing our brand positioning in a way that is close and relevant to our customers, ending the programming of this intense business agenda around the ESG agenda, explains Paula Sayo, Director of Marketing and Communications at the Bank from Brazil.
In addition to the panels in Times Square, the 360 media strategy includes films and actions on open TV and payTV, outdoor media and digital media, always directing the public to learn about the initiatives that Banco do Brasil supports within the theme.
We want to take the power of our Amazon and Banco do Brasil’s message to the most diverse places in the world, and this is an assertive moment for us to be in Times Square. All campaign materials were designed and created especially to convey its grandeur in every detail, comments Patricia Andrade, executive VP, general director of Braslia and head of Growth at WMcCann.
Still part of the campaign strategy, this Wednesday (20), Banco do Brasil presents the artistic show Pororoca in Central Park. The event will bring together big names in Brazilian music, such as Faf de Belm, Carlinhos Brown and Baiana System, Olodum, UAPI – Amaznia Percussiva, Glicria Tupinamb, Felipe Cordeiro and Manoel Cordeiro, Ala, Ka Guajajara, Ower, Jssica Silva, DJ Mury, Djuena Tikuna, Patricia Bastos and Tigan Santana.
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