Signed by WMcCann, the media strategy also includes content for platforms such as YouTube, Meta and TikTok
Banco do Brasil announced the launch of its Mother’s Day campaign, which aims to reinforce the signature “Brazilian sports fan”.
The piece, signed by WMcCann, exalts the bank’s support for national sport with real-life moments from athletes such as Rayssa Leal, Ítalo Ferreira, Filipe Toledo and Carol Solberg, to the sound of the song “Dona Cila”, by Maria Gadú, which will be released this Wednesday (9).
In addition to the film, stories about skateboarders Raicca Ventura and Augusto Akio, known as Japinha, and surfers Tatiana Weston and Ítalo Ferreira are told in a web series with animations made by illustrator Rafaella Tuma. On air since May 3rd, the 60” films are narrated by the athletes.
To close the web series, the Bank will present the story of a collaborator paying homage to her daughter, with the aim of strengthening the image of women as pillars of support and unconditional love in the lives of their children in an optimistic and good-humored way.
“Mother’s Day is another date when we have the opportunity to celebrate the power of women and, with the real stories of our athletes coming to life in illustrations, we were able to create this atmosphere of deep connection and love”, said Paula Sayão, director of marketing and communication at Banco do Brasil.
In addition to the campaign published on open and digital TV, the media strategy also includes content for platforms such as YouTube, Meta and TikTok.
