Bradesco innovates in multimedia campaign with new single

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New institutional film reflects on priorities and emotional ties, featuring an exclusive soundtrack.

OBradesco launched its new end-of-year campaign yesterday (12/18): First Come You. The 1960 institutional film invites people to reflect on their own journeys and plan the next year, based on what is really important to them. Signing the campaign And for you, what comes first in 2024?

Check out the film below:

With an inspiring and optimistic message, the campaign, signed by vilah., aims to reinforce Bradesco’s commitment to always putting customers first, a positioning that has been highlighted throughout 2023, and which is celebrated in this new film , which brings something new: a single created and recorded exclusively for the bank, now available on the main streaming platforms, such as SpotifyDeezer eYouTube Music.

The original soundtrack Primeiro Vem Voc was created by a samba lyricist, a specialist in translating people’s feelings into words, with the aim of creating an even greater bond between the brand and its customers. For the production of harmony, the rhythm chosen was pop, with an engaging cadence, which encompasses scenes of unforgettable moments in life, such as the discovery of the first pregnancy, the first kiss and the first friendship.

This campaign was based on human relations. When we do something for the first time, we create a memory that shapes us for the future and helps us reinforce what is really important, explains José Mauricio Lilla, head of communications at Bradesco.

Another new feature is the publicity strategy. The song was released on the main streaming platforms on 12/08 as a teaser, at that time without any brand association, so that the public could get to know the new single first hand, before the campaign even went live.

We wanted people to identify with the music and for it to trigger everyone’s memories in search of special moments. This way, the connection with the film would be natural, comments Lilla.

Then, by counting on the participation of a team of creators from different segments in the Instagram e noTikTok, such as the musical universe, humor, family, fashion and beauty, decoration and lifestyle. They will use the trail to create videos with retrospectives of special moments in life, focusing on what they hope to experience in the year 2024.

At its official launch, the campaign gains a greater impact strategy: it will be broadcast in online media, radio, open TV, social networks and external media, with emphasis on highly visible formats present in the S, Paulista and Pinheiros stations of the São Paulo metro. Paulo, impacting people regardless of where they are.

Continuing the concept, the bank will make available, through its social networks, a video template, with the campaign music, for people to include personal images and create their own year-end retrospectives, and can also tell what they expect for 2024. Again, creators and influencers will help publicize the activation by creating their own films. The movement will be activated with the hashtag #PRIMEIROVEMVOCE.

Music on streaming platforms:

Spotify
Deezer
YouTube Music

Technical Sheet
Client: Bradesco
Campaign: End of the Year
Title: First Come You
Client Approval: Nathlia Garcia, José Mauricio Lilla, Ricardo Moreira, Leticia Nascimento Costa, Bruna Agopian and Camila Fachin R
Agency: Aldeiah.
Producer: O2 FILMES
Director: Cludio Borelli
Director of Photography: Gabriel Bianchini
Executive Prod Director: Flavia Zanini
Executive Prod: Gustavo Nogueira
Executive Assistant: Raffaela Piantino, Joo Pedro Kohn
Customer Service Director: Rejane Bicca
Service: Rose Bichara, Maria Alice Bigatello, Ivan Caetano
Art Direction: Larissa Cambauva
Production Director: Paulinha Madureira
1 Assistant Director: Tina Ponte
2 Assistant Director: Rafaella Della Rosa
Casting Producer: Cecilia Homem de Melo
Costume Producer: Ktia Gimenez
Hairdresser and Makeup Artist: Fernando Andrade
PS Production: O2
PS support: Carolina Moyses
Film Editor: Marcelo Cavalieri
Monster Editor: Renato Ruffo
Color Correction: O2 Ps
Finisher: Andreia Figueiredo
Supervisor de VFX: Thiago Cor
PS Coordinator: Claudio Tolentino
Post Production Supervisor: Henrique Gomes, Mariana Falco, Beatriz Mazarak
Coordination Assistant: Igor Ferreira, Beatriz Macei
Prod. audio: A9 Adio
Musical Director: Apollo 9
Produo Musical: Nixon Silva
Sound Designer: Marcos Moretto (SOM3) and Adailton Matos dos Santos (CLEUSTER)
Service: Nicole Bonani
Executive Producer: Karina Amabile
Coordinate: Paloma Sol
Audio description: SEE WITH WORDS
Screenplay: Livia Motta
Narration: Paulo Henrique Motta
Consulting: Laercio Santanna
Interpretation in Libras: Carlos di Oliveira
Editing and finalization: PH Solues Audiovisuais
Still photographer: Paulo Mancini