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Itau Bank Invites People to Think about What They Really Want for 2019

Creative 114 Add to collection

Saigon's Vellas directs 'What are you looking for in 2019' end of year film from Africa

Itau Bank Invites People to Think about What They Really Want for 2019

Itau Bank has launched its end-of-year film in the Brazilian market 'What are you looking for in 2019?'. Aiming at making people think about what they want for the new year, the campaign invites dialogue and values shared positive thoughts, however one’s paths, opinions and attitudes might differ from the next.

Inspired by humanity’s relationship with its desires and wishes facing a new year about to commence, the campaign created by ad agency Africa discusses which are the things people want to conquer in their lives and the bonds that bring them together, overcoming the barriers that might make them clear.

“The film invites people to think about what they want to accomplish, about what is really important, but also stimulates them to keep an open mind to dialogue, respecting those who have different choices,” says Eduardo Tracanella, Itau’s institutional marketing director. “Even though the answers for the things we want in life might be diverse, values such as love, union, and hope are common and crucial. More and more, people come to expect the end-of-year message from the brand. On the other hand, we’ve learned that messages that touch the heart are born in people and in our capacity to listen to their desires. This is what creates an empathic brand. So, it’s not about the bank, it’s about the people,”

“When we created the campaign, we were looking for something that was part of human beings’ nature. That could respect our differences, but that found common ground and we found the quest,” says Jeferson Rocha, agency Africa’s creative director.

“No one finds love looking for anger. No one finds peace looking for violence. We wanted to make people think about this. Make them think if they are looking for what they wish. When that is not clear, things can be right in front of us, but we won’t see them,” says Everton Behenck, Africa’s creative director.

The film directed by Vellas, from production company Saigon, has a 90-second and a 30-second version that will be aired on TV, cable, cinema, the bank’s social networks and YouTube channel. The campaign also counts on print media, radio, digital, and different actions with digital influencers on Twitter.

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Advertiser: Itau Bank

Post Production / VFX

Post Production Company: Nash Post Production

Post-production Coordinator: Virgini Fares


Audio Post Company: Antfood

Creative Agency

Art Director: Jeferson Rocha

Chief Creative Officer: Sergio Gordilho

Client Service: Ana Hasegawa / Tariana Cruz / Francine Pellacani / Greta Rodrigues / Maithe Amaral

Copywriter: Everton Behenck

Creative Agency: Africa

Creative Director: Jeferson Rocha / Everton Behenck

Executive Creative Director: Otavio Schiavon

Media: Luiz Fernando Vieira / Francisco Custodio / Beto Lima / Nathalia Oliveira / Marcelo Carmim / Daniel Miscolcz / Gabriela Abdo / Paula Rumachella

Planner: Rodrigo Maroni / Rafael Camilo / Felipe Nogueira / Rafael Trevisan / Leonardo Juhasz / Iago de Moura / Thauanne Menezes / Tiago Tuiuiu

Producer: Rodrigo Ferrari / Mariana Hermeto / Ian Inglez

Production Company

Art Directors: Marcelo Reginato


Director: Vellas

DOP: Agustin Claramunt

EP: Marcelo Altschuler

Production Company: Saigon

Production coordinator: Carol Pessini


Editor: Rami D’Aguiar

Finishing: Fabio Abreu

Genres: People, Scenic

Categories: Banking, Finance

Africa, Fri, 21 Dec 2018 15:37:28 GMT