March 8 is a milestone in women’s fight for better living and working conditions. To set the agenda for the debate on the subject and reinforce its position of being on the side of women “for everything they can imagine”, Banco do Brasil launches a campaign that portrays the different conceptions of “reaching the top”, from the perspective of women . In addition to the film, the campaign signed by Lew’Lara\TBWA also includes digital pieces.
For the first time in 214 years of history, Banco do Brasil has a woman in the highest position of its management, in the chair of president, almost 100 years after the company received the first female employee of BB. This emblematic and representative achievement is added to the campaign launched this Wednesday, 8th, in honor of International Women’s Day, to reflect on the importance of having more women in leadership positions in large companies, or in whatever your “top”.
Paula Sayão, director of marketing and communication at Banco do Brasil, highlights:
“Today is a day for us all to reflect – men and women – on the advances and, mainly, on the barriers that we still need to overcome. We are proud to launch a campaign that portrays the top as a place that represents fulfillment and speaks to everyone, because when a woman reaches the top, she brings other women with her.”
The film works as a visual poetry, bringing the protagonism of different Brazilian women, of different ages and social classes, but with something in common: the power of achievement.
Check out the movie:
In addition to an important appreciation of the effort and commitment of each woman to reach her place of achievement, the communication was concerned with having a diverse cast, representing both the plurality of profiles and the conceptions of what “reaching the top” means: a career bank employee, representing women with disabilities, the singer and songwriter Majur, a black and trans woman, a character representing black and plus size women, a surfer part of the group of athletes sponsored by BB, a woman of indigenous origin and another representing mature women. Such diversity and plurality can also be seen in the film’s production team, also mostly female, represented by the scene director, Liv Stacciarini.
In addition to a visual appeal to show women literally at the top, the film still has one more strong woman in its conception: the voice-over is in charge of the singer Maria Bethânia.
Jailma Ribeiro, Associate Creative Director at Lew’Lara\TBWA, comments:
“The campaign goes beyond advertising speech. We are not only portraying a more pluralistic world with more equity, but rather, putting it into practice, with a mostly female team, whether directing the commercial, acting, working behind the camera or running the soundtrack. A powerful message, delivered by strong women, about the increasingly real female role in the most diverse spaces.”
The film is aired on open and closed TV, in 60 and 30 second versions.
The action also has digital developments, with the invitation for other women in leadership positions to share “what the top is” for each one and that companies are even more encouraged to compose their leadership boards with more women, in addition to pieces fingerprints.
The initiative was created by the Lew’Lara\TBWA agency, with production by Boiler and audio by Satélite.
Want to know more about the news? Don’t forget to follow ADNEWS on social networks and stay on top of everything!
The post Banco do Brasil resignifies “reaching the top” in honor of International Women’s Day appeared first on ADNEWS.
