BRAZIL – A New Year’s Eve that stresses values such as social inclusion and respect for differences. This is the essence of Bradesco’s end-of-the-year campaign, which is built around a two-and-a-half-minute 3D animation that was launched on YouTube last Saturday, the 15th, and Sunday, the 16th, on TV, during the Fantástico commercial break. Created by Publicis Brasil, and produced by Zombie Studios, the short film is about the saga of a character who moves from the countryside to the city and faces a number of challenges to feel welcomed.
“We chose to use another aesthetic repertoire, different from those traditionally used in end-of-the-year campaigns. The film portrays an extremely emotional metaphor about inclusion and diversity. The narrative translates the feelings common to those who face new challenges in search for their own space, their own spark”, stated Marcio Parizotto, marketing director for Bradesco.
Departing from the “2019. You Make It Happen” concept, the production is about a firefly leaving the countryside, where it glowed, and moving to the big city. When he gets there, amidst so many lights, he no longer stands-out and goes unnoticed by people. Thas is, until there is a blackout in town just when the lights of a Christmas tree would spark-up. The firefly then joins others to make it sparkle and brighten-up the holiday celebrations. “The production was developed aiming at enchanting people, and, above all, to provide an inspirational end-of-the-year message with typical Brazilian ingredients”, ends Parizotto.
The 3D animation shows a mass celebration on the street with 20 characters that reflect the diversity of the Brazilian people. The scenarios are inspired on Brazilian locations. Soundtrack is performed by drag queen Gloria Groove, stage name of Daniel Garcia, who has over 111 million views on Youtube. Gloria was specially invited to perform and record the song Beautiful, by Christina Aguilera, encouraging everyone to be who they are.
Over 100 people were involved in the short film’s production. Many are Brazilians who live abroad and have worked for major animation studios such as Disney and Sony. The time between the conception of the campaign and its launch, was of approximately three months, 13 weeks dedicated exclusively to the production of the film.
“We wanted to launch an exciting and inspiring campaign that would allow people to identify with the end-of-the-year moment in a truly Brazilian way: with elements of our culture, architecture and characters based on the beautiful richness and diversity of our people,” says Domênico Massareto, CCO for Publicis.
The Bradesco movie will be streamed on YouTube using Blast strategy to reach the largest number of people on Google platforms in the shortest period of time. The campaign will be the first to benefit from Blast Room, a room specially designed by Google to monitor real-time Blasts results from customers.
“We are very proud to launch such a beautiful and magnificent campaign on YouTube, while opening our Blast Room in São Paulo”, stated Mônica de Carvalho, Google Brazil’s business director. “Bradesco has been working with YouTube consistently and this end-of-the-year campaign is the golden closing to 2018.”
The campaign will also have materials for the POS, out of home, digital, radio spots and print media. Campaign creation is signed by Alexandre Fernandes, Lucas Pinheiro, Luiz Alexandre Musa and Paulo Aguiar under the Creation direction of Domenico Massareto, Alexandre Fernandes, Paulo Aguiar and Luiz Alexandre Musa. The film director is Paulo Garcia.
Credits
Client: Bradesco
Product: Institutional
Agency: Publicis
Title: End of the year
Customer approval: Márcio Parizotto, Daniela Ugayama, Letícia Costa, Marcelo Salgado and Nayara Ruiz
CCO: Domenico Massareto
Creative Directors: Domenico Massareto, Alexandre Fernandes, Luiz Alexandre Musa and Paulo Aguiar
Art Director: Paulo Aguiar, Alexandre Fernandes and Lucas Pinheiro
Script: Luiz Alexandre Musa
Integrated Campaign Creation: Domenico Massareto, Alexandre Fernandes, Paulo Aguiar, Luiz Alexandre Musa, Americo Vizer, Rodolfo Monteiro, Eugênio Lima, Paula Zebrak, Arturo Marenda, Jonathan Cruz, Sabrina Mesquita, Isabel Fontes, Gustavo Vieira and Samuel Gonçalves.
Projects: Nádia Mathias, Daniele Pereira
SEO: Evelyn Umberti
UX: Vinicius Maffeis
Service: Tatiana Chiari, Marcelo Trivilato, Gabriela Mongiat, Fernando Tolusso, Erika Nagata, Julia Pimenta and Ligia Cavalieri
Development: Gustavo Leite, Mariana Teixeira, Rita Braga and Amanda Bueno
Contents: Alexandra Varassin, Heitor Kohatsu, Tiago Cordeiro
Media: Viviana Maurman, Vitor Manzi, Camila Donice, Thatyane Fernandes, Daniela Carlos, Juliana Coralli, Mariane Franzin, Thais Marques, Lucas Soratto, Gabriel Garrastazu, Amanda Pereira, Antônio Silva, Alinne Santos, Italo Brito and Tatiane Santos.
Production Head: Daniela Andrade
RTVC: Juliana Henriques and Gabrielle Ogawa
Producer: Zombie Studio
Directed by: Paulo Garcia
Animation Director: Bruno Monteiro
Art director: Daniel Salles
Head CG: Yohann da Geb
Executive production: Natalia Gouvea
Service: Fabricio Takahashi, Stefanie Dias and Daniel Franco
Line Producer: Nayla Kols, Vanderlei Santana and Flávia Marques
Audio Producer: Loud
Work: Beautiful
Publishing: Stuck In The Throat Music; Sony/Atv Harmony
Sub-publishing: SM PUBLISHING (BRAZIL) MUSICAL EDITIONS
Graphic production: Rita Vilarim, Emerson Russo
Final art: Jefferson Muniz
Post-Production Print Media: Vati.Rocks
