The pieces, signed by WMcCann and produced in partnership with O2, exalt national sport with
Skateboarding should be synonymous with overcoming. With this phrase, Lennon, also known as L7, opens the new Banco do Brasil campaign that exalts national sport. Just like the story of Lennon, born in the suburbs of Rio de Janeiro and who had skateboarding as the kickstart to his musical career, the lives of many Brazilians are impacted by their passion for the sport.
Based on this narrative, Banco do Brasil exalts the obstacles faced and the overcoming of skateboarders in the sport, making a parallel with real life. The pieces, designed by WMcCann and produced in partnership with O2, feature names such as Rayssa Leal, Raicca Ventura, Bob Burnquist, Felipe Mota, Felipe Nunes and Davison Fortunato to represent the sport that is now a national passion.
The Bank’s objective is to show how sporting activities are capable of transforming the future of thousands of Brazilians. Exalting the history of new talents, boosting Brazilian athletes and strengthening sports are among the narrative points of this campaign that shows how this support contributes to the transformation of the sporting scenario in Brazil, explains Paula Sayo, marketing and communications director at Banco do Brasil. Brazil.
Bringing L7 to communicate the campaign that focuses on skateboarding was essential and quite important for the brand’s communication as a whole. We have names that give meaning to what the Bank seeks: a real connection with the public through stories that inspire, says Patricia Andrade, executive VP, general director of Brasilia and head of growth at WMcCan.
The 360 media strategy involves TV, outdoor media and digital media, in addition to having a squad of influencers who activate the campaign on the brand’s social networks.
