O Banco Bmg just launched its new marketing campaign, starring the player Grazi, from Corinthians, with a film that reveals the challenges faced in Women’s Football. In order to continue breaking barriers in the category, the Bmg invites the public to transform reality and presents the first card for Women’s Football.
The new product is directly linked to initiatives that promote the category and develop the base of women’s football, as well as new professional athletes.
In synergy with the campaign and the product, in July, Banco Bmg will be among the brands that will sponsor the transmissions of the FIFA Women’s World Cup. The bank is already an official sponsor of the sport at Corinthians, Vasco, Galo, Ceará and, regionally, at Barcelona FC.
Just like BMG, it also supports “Em Busca de Uma Estrela”, an innovative and pioneering social project, which opens up opportunities for growth and success for girls who dream of becoming professional players. And, since last year, the Bank has officially been next to “Nossa Arena”, a space created in São Paulo exclusively for the practice of sports for women only.
With a customized design, female theme and exclusive differentials, it symbolizes and reinforces the Bank’s commitment to promoting and encouraging gender equality not only in sports, but also in finance and society.
Paula Coelho, Brand and Communication Manager at Banco Bmg, says:
“The launch of the Women’s Football card is an important step in favor of sport, which is very present in the lives of Brazilians. This campaign is authentic and made up of women who are present in the category. As players, former players, coaches, athletes and photographers, who have been fighting for a long time for society to give more attention, space and support to Women’s Football. It was exciting to see the athletes from the Em Busca de uma Estrela Project alongside players like Grazi and Milene Domingues, all celebrating and hoping for a better future for the sport.”
For 42 years the practice of sport by women was prohibited by law in Brazil. In the new campaign, developed by the agency fbiz, the film starring Grazi, a Corinthians midfielder, presents a bit of this arduous path that every player has faced and, unfortunately, still faces on and off the field. A situation that Grazi lives closely to this day – the Timão veteran will play until the end of 2023, but to get here and win many titles, such as the latest editions of the Brazilian Championship, Super Cup and Copa Paulista, she had to overcome numerous barriers.
With production by Modernista Creative Producers and stage direction by Nicole Fischer, the premiere will take place at an important moment for women’s football: during the break in the friendly between Brazil and Germany, on April 11, Tuesday, on TV Globo. The film also highlights the athlete Barbara, from the project “Em Busca de Uma Estrela”, and ends with the following message: No Barriers, more women on the field.
Watch the movie:
Mariana Demarche, Account Group Director at Fbiz, comments:
“It is very rewarding to be part of a project like this with Banco Bmg and develop a campaign focused on something genuinely important: women’s football. A communication action that highlights how much this modality needs encouragement and support from all of us. By the way, it was mainly performed and created by women, which makes me even more proud.”
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