New Itau Bank campaign by Agencia Africa employs metaphor for Brazilâ€™s 2014 transformation

GLOBAL – December 19, 2013 – Itau, the official bank of the Brazilian National Soccer Team and the 2014 FIFA World Cup, kicks off its World Cup campaign with “The Great Transformation” film. The commercial transforms Brazil into a giant stadium. The campaign shows the bank’s positioning of believing in the power that tournament’s fans have to change the game and take advantage of the 2014 FIFA World Cup being held at their home country.

The super production team travelled 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 football 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," said Andrea Pinotti Cordeiro, Institutional Marketing Director at Itau Unibanco. "This campaign is a milestone for our World Cup projects. The film represents a belief that we want to share with the whole nation: Brazilian fans have great power to change things." said the executive.

"After filming for days and numerous hours of computer editing, the clip shows our Brazil being transformed into a huge field, an immense stadium. It is 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 players, but in each corner of the 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 special edits of 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.