This week, C6 Bank is launching a new campaign to highlight the importance of customers controlling their financial lives. Starting on September 9, the campaign, called “Protagonista”, will be broadcast throughout Brazil to strengthen the relationship between the bank and its customers, as well as to present to those who are not yet C6 members some of the advantages of having an account with the bank.
The film shows an actor who used to play supporting roles in bank commercials and who, upon opening an account at C6 Bank and using his C6 Mastercard Black card, becomes the main character. The idea of the film is to make it clear how C6 Bank wants its customers to feel – at the center of their financial decisions. The C6 Mastercard Black offers a series of advantages, such as points that do not expire, access to VIP lounges worldwide, cashback, among others. The more the customer uses the card, the more rewards they can accumulate, consolidating their financial journey with the bank.
“The Protagonist campaign uses a visual resource that illustrates the transformation of customers: we start with the actor out of focus, symbolizing a secondary role, and as he becomes the protagonist, the focus is adjusted, highlighting his presence. This effect, carefully crafted by O2 Filmes, reinforces our message that the C6 Mastercard Black puts the customer at the center of their financial experience,” says Flavio Waiteman, CCO of the Tech&Soul agency.
In addition to the visual production, the “Protagonist” campaign also features a striking soundtrack: the chorus of the song The Best, performed by Tina Turner and which recently became C6 Bank’s signature song.
To ensure maximum visibility, the media plan includes a diversified strategy. The campaign will be broadcast on both free-to-air TV and PayTV, covering channels such as Globo and Record. The radio will also be present in several strategic locations. In OOH, the brand will be present in São Paulo, Brasília and Campinas, with placement on street furniture, parks, shopping malls, as well as at the airports of São Paulo, Rio de Janeiro and Campo Grande. The campaign will be extended to cinemas in cities such as São Paulo, Brasília, Jundiaí, Campinas and Campo Grande, ensuring broad coverage and strengthening the brand’s presence.
TECHNICAL SHEET
Title: Protagonist
Client: C6
Client Approval: Alexandra Pain, Rodrigo Teixeira, Carin Chamas, Ione Aguiar, João Paulo Ayres, Hugo Oliveira, João Gil
Produto: C6 Mastercard Black
MANAGEMENT
CCO: Flavio Waiteman
CEO: Claudio Kalim
COO & CFO: Marcelo Zaine
General Business Director: Liliany Samarão
CREATION
ECD: Daniel Magri
Creative Direction: Guga Dias da Costa and Angélica Pernau
Art Direction: Marcelo Guimarães and Rodrigo Seixas
Written by: Brayhan Oviedo
General Content Manager: Giuliana Lorenzetti
Content Strategist: Larissa Navarro
Project Manager: Patricia Goulart
SERVICE
Customer Service Director: Marina Lacerda
Customer Service Manager: Debora Bock
Customer Service Executive: Fabiane Rossetti
MEDIA
Media Director: Ana Paula Ventura
Media Manager: Thales Campos
Media Coordinator: Anderson Rezende
Media Assistant: Zinrã Soares
PLANNING
Head of Planning: Yara Rocha
Planning Director: Danilo Ueno
Planning Supervisor: Tamiris Souza
Planning Assistant: Antonio Gandour
PRODUCTION
Executive Producer: João Pedro Albuquerque
RTV: Graziela Cristina Barber
Production Director: Rogério Gonçalves
Production Supervisor: Leticia Bamonte
PRODUCER
Image Producer: O2.
Directed by: Nando Olival
Executive Production Director: Flávia Zanini
Executive Production: Amanda Rossi, Edney Tamachiro
Executive Assistant: João Pedro Kohn
Customer Service Director: Rejane Bicca
Service: Miriam Lima, Ivan Caetano
Post-Graduation Service: Carolina Moysés
Director of Photography: Lito Mendes da Rocha
Art Direction: Miwa Shimosakai
Production Director: Ana Soares
Assistant Director: Tina Ponte
Casting Producer: Cecilia Homem de Mello
Costume Designer: Katia Gimenez
Makeup artist: Anna Van Steen Silveira Mello
Post-Production: O2 Pós
Post-Production Coordinator: Henrique Gomes, Mariana Falcão
Finisher: Igor Angelo
Editor: Gustavo Gaiarsa
Colorist: O2 Pós
VFX Supervisor: Thiago Corá
Audio Producer: Blood Audio
Musical Production: Otavio de Moraes
Sound Design: Vitor Motter e Rafael Pacheco
Service: Carol Vadasz
Executive Producer: Dani Monaco
