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Brazil Transforms with Itau Bank

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Africa creates epic campaign for official bank of 2014 FIFA World Cup

Brazil Transforms with Itau Bank

Itau, the official bank of the Brazilian National Soccer Team and the 2014 FIFA World Cup, will kick off its World Cup campaign with “The Great Transformation” film. The commercial transforms Brazil into a giant soccer stadium. The campaign shows the bank’s positioning of believing in the power Brazilians fans have to change the game and take advantage of playing the 2014 FIFA World Cup at their home country.


The Great Transformation from Africa Agency on Vimeo.

The superproduction traveled around the country for almost twenty shooting days, with locations at Brazil’s main borders, in a total of nine cities. The film, created by Agencia Africa, shows the structures of a huge stadium emerge in the country surroundings, transforming all of Brazil into a grand World Cup stadium with spotlights pointed at all Brazilians. With locations in Brazil's main tourist attractions, the commercial shows the structures of a huge soccer stadium emerge around the map, turning Brazil into a giant World Cup stadium.


The production reinforces that Brazil's fans have all the chances to take the field and change the game, and ultimately help their national team win the 2014 FIFA World Cup played at their homeland. Inviting each one of the 200 million Brazilians to take the field and change the game in 2014.


"During the World Cup, we'll have Brazilian fans with energy capable of changing the game all around the country. Itau knows that only those that believe and take the position of millions of Brazilians can cheer, believing that everything will go well," says Andrea Pinotti Cordeiro, Institutional Marketing Director at Itau Unibanco. "This campaign is the milestone for our World Cup projects. The film represents the feeling that we believe and we want to share it with the whole country: the power of Brazilian fans, who will be Brazil's 12th national team player," said the executive.


"After filming for many days and numerous hours of computer editing, the clip shows our Brazil being transformed into a huge field, an immense stadium. Reminding us that this World Cup of all World Cups won't be played just in the beautiful stadiums that have been constructed, nor just by the 22 selected teams. But in each corner, street, and square in Brazil, and by all Brazilians," says Sergio Gordilho, Co-president and CCO of Africa.


The film will have 4 versions with montages from different scenes: one extended version of 1'45, one 60 second version and two 30 second versions. The campaign will run on TV, cinema and the internet.



Title: The Great Transformation

Advertiser: Itau Bank

Product: Institutional

Agency: AFRICA

Copywriter: Aricio Fortes

Art Director: Sergio Gordilho / Paulo Coelho

Executive Creative Director: Sergio Gordilho

Creative Directors: Sergio Gordilho / Aricio Fortes / Paulo Coelho

Agency Producers: Rodrigo Ferrari/ Alessandra Pais                                     

Client Services: Celina Esteves, Rodolfo Campitelli, Heloisa Pupim and Bruno Barella

Media: Luiz Fernando Vieira, Francisco Custodio, Paulo Ilha and Pedro Eustachio

Planning: Ana Paula Cortat, Marina Pires and Gabriel Caramelo

Production Company: Killers

Director: Claudio Borrelli                                                    

Director of Photography: Ted Abel Pedro

Art Director:  Marines Mencio                  

Executive Production: Julia Tavares

Editing: Claudio Borrelli and Marcelo Cavalieri                              

Post Production: Casablanca

Sound Production: Tesis

Sound Producers: Silvio Piesco and Marcos Vaz

Approved by (client): Fernando Chacon, Andrea Pinotti, Eduardo Tracanella, Juliana Cury and Cinthia Kato




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