Itaú Unibanco’s year-end campaign brings together two generations that are distant in age, but united in the same desire: that in 2022 there is more hope, respect, humanity and love among people.
The video features little Alice, a baby who went viral on the internet when she spoke words difficult to pronounce even for adults, and actress Fernanda Montenegro, the new immortal at the Academia Brasileira de Letras and already recognized for participating in the bank’s campaigns. Created by Africa, the film premiered this Monday (13).
Eduardo Tracanella, Marketing Director at Itaú Unibanco, talks about the purpose of the material. “The last two years have been quite challenging, requiring resilience, empathy and adaptation. With the film by the duo Fernanda and Alice, we wanted to give people a light and fun moment, also inviting them to reflect on what they want for 2022. We hope that people will participate with us and help us to create a great current of positivity for this cycle that starts soon”, he comments.
The play plays with the dynamics of Alice’s videos that went viral on the internet. But now it’s the baby who challenges the veteran actress to say what “helps change the world.” In addition to the bank’s proprietary TV media and channels, the film will be available for sharing on Facebook groups and on WhatsApp.
Alexandre Peralta, Creative Executive Director for Africa, says that bringing Alice and Fernanda together, in addition to causing smiles and emotion, brings many meanings to the message. “One of them is that wisdom lives both in experience and in innocence. Alice in this film is placed in a different position: to tell us what the most important words for 2022 are. And to invite us to write 2022 with them”, she comments.
DATASHEET
Title: END OF YEAR 2022 / ALICE AND FERNANDA
Agency: Africa
Advertiser: Itaú
Product: Institutional
CCO: Sergio Gordilho
Executive Creative Director: Alexandre Peralta / Erico Braga
Editor: Alexandre Peralta
Art Director: Erico Braga / Cortez Pereira
Service: Renato Broggin / Maria Eduarda Navarro / Isadora Charbel / Lia Turato
Planning: Carla Sá / Renata Serafim / Guilherme Godinho
Media: Aga Porada / Heloisa Lima / Erick Kaizawa / Henrique do Monte / Aloysio Lima / Fabio Vannucci / Isabela Muniz / Marcus Pereira / Tamiris Cruz / Renato Vidotti / Anderson Costa / Nicole Cardoso
Production Agency: Rodrigo Ferrari / Mariana Hermeto / Priscila Moscovich
Producer: Boiler Filmes
Direction: Dulcidio Caldeira
Executive Producer: Marcella Feo
Direction of photography: Nixon Freire
Direction of photography Alice unit: Yuri Sardenberg
Production Coordination: Marcella Feo / Rafaela Muniz / Juliana Salviano / Julia Fontes
Attendance: Mary Lacoleta / Carol Pivato / Babi Kosloff
Assistant Director: Ana Rios
Art Direction: Denis Souza Netto
Production Management: Fernanda Franco
Object Production: Bianca Portes
Make&Hair Fernanda Montenegro: Lu Moraes
Post-production Coordination: Fezão Barbieri
Editing: Ricardo Quintela
Submission: Rafael Barão
Color: Acauan Pastore
Post-Production: Flow Effects
Camera Operation: Adinan Lopes
Produtora: Evil Twin Music
Music Production: Andre Namur
Musical Direction: Andre Faria / Murilo Faria
Sound Design and Mixing: Rafael Vieira / Gustavo Boselli, /Andre d’Ávila
Service/Coordination: Juliana Tangary / Thais Becker / Rafaela Oliveira
Approval/client: Eduardo Tracanella / Natalia Barreira / Caroline Pintarelli / Maria Fernanda Candeloro / Victor Miranda Costa
