Ao, developed by Beta Collective, ends the campaign that was directed by the duo Irmos Meirelles
“Did you know that 79% of Brazilians have the desire to consume what they couldn’t in their childhood?” This is the question that Tamagotchi, a classic toy from the 90s, asks in the new Will Bank campaign.
The action was created to tell about the store “Na volta a gente comprar”, a bank initiative developed by Beta Collective, which distributed hundreds of nostalgic items to more than a thousand people in the region of Rua 25 de Marão, in the Center of São Paulo , on Christmas Eve.
“The idea of taking adults back to their childhood, in a playful way, using these nostalgic elements, was the way we found to make them reflect on the present. Often, we don’t realize our evolutions, and we don’t realize that today is already better than yesterday”, explained Leandro Thot, Marketing Director at will Bank.
The film that ends the action was directed by the duo IM Irmos Meirelles and was designed to integrate a playful world, represented by animated toys, with the real reactions of visitors, recorded during the store’s operation.
“We knew that we were working with an idea that generated a lot of identification for people, not only the phrase ‘On our way back we buy’, which gave its name, but all the carefully selected items awaken important memories, and that’s what we brought to this work “, stated Bernardo Tavares, founder and Creative Director of Beta Collective, explaining more about the creative concept.
The film can be seen on will bank’s social networks, such as Instagram and Youtube.
