New WMcCann creative for Bradesco prepares for Rio 2016
Continuing the Bradesco ‘Uniforms’ campaign– which started in June with the commercial encouraging the Olympic athletes– and was followed by a message in support of the Paralympic athletes that aired last month; Bradesco now launched a new phase in the campaign, with a message that encourages future generations of athletes, starring babies. Named ‘Kids’, the campaign features a 1-minute video, with a :30-second version, and newspaper and magazine ads. The video aired for the first time on September 10.
The commercial for the Brazilian bank follows the style of presenting athletes from different modalities, wearing Olympic uniforms in which the BRA initials are highlighted, but this time the “competitors” are babies of different ethnicities that interact with elements that make allusions to Olympic sports.
The custom soundtrack that follows all of the communication in the Bradesco Olympic sponsorship activation project takes on a less eloquent but sweeter sound, associated with lullabies.
The final voiceover states: “Now, it’s our turn. Let’s grow together to embrace the world and transform our country through sports. Now it’s BRA. BRA for Brazil, BRA for Bradesco, official sponsor of the Rio 2016 Olympic and Paralympic Games”.