Last Saturday (11), the Bradesco launched its year-end campaign. “In 2022, Share Your Shine”, is a film created by Brazilian Republics and produced by Iconoclast, bringing the well-known saga of fireflies that marked the bank’s last three years.
In the video for Bradesco, human connections and reconnections are addressed, especially at a time when people spend so much time in front of cellphone, television and video game screens, becoming alienated from what is happening around them. The protagonist of the film, Luíza, who has already been present in previous years, takes on the role of “enchanter of fireflies”, rescuing the inner glow of each one.
According Márcio Parizotto, Bradesco’s Marketing Director, the challenge was to bring something new and surprising, after the success achieved with the trilogy, and at the same time preserve a universal message connected to the brand’s purpose, promoting inclusion and diversity, valuing Brazilianness and achievement of people. All this bringing a very current context, packaged in an optimistic but responsible tone.
“It was an expectation of people to see what these characters would be like in real life. When did the casting, we saw how well the characters were idealized. We easily find Brazilians who actually looked like the drawings. In this film, we also chose to bring a locution, in the voice of the girl Luíza, verbalizing the bank’s beliefs and explaining the purpose contained in this entire saga. And, in this way, promoting reflection on the importance of leaving the screens a little bit to connect with each other through a look, a meeting, a chat, without filters and, above all, respecting the way of each one”, says Parizotto .
Bradesco bet on a casting diversified, with the participation of residents of the cities of Black gold e new mines, both in Minas Gerais, where the recordings were made, bringing a new scenario to the previous animations.
“This is a production with real people, who represent the lives of thousands of Brazilians. In addition to this humanization, we value these postcards that represent the beauty and diversity of Brazil”, explains Domenico Massareto, CCO of Publicis Brasil.
The soundtrack, another prominent feature in the bank’s films, features the classic in this production “Halo”, song that was originally known in Beyoncé’s voice and that is directly linked to the story’s plot.
“’Halo’ talks about the feeling of peace of being with someone you love, totally surrendered to the feelings, so it complements the communication in a perfect way. In addition, the song is another classic in keeping with the songs used in previous years: ‘Beautiful’, by Christina Aguilera; ‘Hero’ by Mariah Carey and ‘Heal the World’ by Michael Jackson”, says Massareto.
Watch the campaign movie:
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