Campaign, created by Giz, stars Paralympic athlete Carol Santiago
Citi Brasil launched a campaign starring Paralympic athlete Carol Santiago, highlighting values such as diversity and inclusion.
The campaign’s debut video, created by Giz and produced by VídeoImagem, shows her competing in a swimming event against herself, alluding to her goal of becoming better and better with each stroke. The web series, which will feature five episodes, will show different aspects of the athlete’s life, such as the importance of teamwork and female empowerment in sports.
“Carol’s career represents important values for Citi Brazil, such as the pursuit of excellence, commitment and the power to transform society. The campaign celebrates Carol’s achievements in sport and shows the challenges that Paralympic athletes face in their preparation, providing learning for everyone,” explains Katia Oliveira, head of public affairs for Latin America at Citi.
“Swimming changed my story and the campaign shows a bit of my journey, emphasizing how my team and I prepared ourselves to face great challenges. I’m sure that all these stories will bring the Brazilian fans closer to us,” says Carol Santiago.
The campaign includes broadcasting on channels such as Globo Esporte and ESPN, as well as other media and social networks.
