The campaign created by Lpis Raro aims to strengthen the movement that fights ageism
Banco Mercantil do Brasil launched its new positioning “Your experience inspires us” in a campaign that invited singer Fbio Jr. to re-record the song “20-something years”, in an updated version to “50-something years”.
Created by Lpis Raro, the campaign aims to strengthen the movement that fights ageism and values the potential of the 50+ population.
“We see an inversion of the age pyramid in Brazil. We will have 70 million Brazilians over 50 in 2030. They are 50-year-olds, who have dreams, want credit, want to travel, support families. We want to be the best ecosystem for these people”, said Gustavo Henrique Diniz de Arajo, CEO of Mercantil do Brasil.
In addition to the video, the campaign also invited representatives of the movement to spread the message on social networks, such as Faf de Belem, Cris Arcangeli and Aru Fontoura.
“We realized from the beginning that this work would not be just another celebrity campaign. It would be the relaunch of a song that is part of our popular culture and that reaches the emotional memory of millions of Brazilians. That’s why we decided to think of the launch as a artistic event, following the same strategy that artists adopt to promote their singles”, explained Márcia Lima, creative director of the agency.
