“In 2020, Shine in Your Own Way.” This is the motto of Bradesco‘s end of the year campaign, wishing for a more inclusive world, where people can respect the differences. The campaign centerpiece is a three-minute 3D animation that will be aired simultaneously on Monday (9) at exactly 8:31 PM on Globo TV, Globosat, RedeTV, SBT, Record, Band, Globo.com, Youtube. Created by Publicis and produced by Zombie Studios, the short film continues the fable of the fireflies that thrilled Brazilians a year ago and was awarded at Cannes Lions and many other festivals.
“Our narrative around concepts such as diversity and inclusion, pillars that have always marked the bank’s performance, are evolving together with the public,” says Márcio Parizotto, Bradesco’s Marketing Director. “The first movie was very well received by Brazilians. Therefore, we continue with the same theme and aesthetics, but with a new story, also able to enchant and establish an immediate connection with people by addressing feelings present in our daily lives.”
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The new film stars Luna, a firefly that does not light up and suffers for being different. Throughout the film, however, she gets the support of Vitinho, a boy with Down syndrome who helps her become a heroine, saving a group of fireflies that had been caught. “This campaign addresses the issue of inclusion in a very special way by showing that both Luna and Vitinho see things that other people cannot see and thus shine even brighter,” says Domênico Massareto, CCO of Publicis.
The commercial is driven by Mariah Carey’s song Hero, performed by Brazilian singer and songwriter Ráae. From the briefing until its premiere, it took six months of work to bring the movie to life. To create the character Vitinho with maximum fidelity, the creative and production teams involved in the campaign were supported by medical specialists from the Center for Clinical Studies and Research (CEPEC-SP) and parents of children with Down. Physical and emotional characteristics as well as reactions, movements and expressions have been tirelessly studied to bring the character to life. The care around the film can also be seen in the reproduction of the scenes and in the construction of other characters, all thought to reflect the diversity, culture, architecture and Brazillian typical vegetation.
Another curiosity is that the characters of the first film also appear in this story. Among them, the firefly Lucio who in the commercial released in late 2018 leaves the countryside to try to shine in the big city. In a metalanguage exercise, the commercial also brings references to the bank itself, with the subtle presence of a Bradesco branch and of several mascots that helped to build the brand’s history. The campaign also features pieces of OOH, digital and printed pieces.
Meet the characters in the movie:
– Lucio: He came from the countryside and conquered the big city. A good and fair friend we can always count on. – Luna: Determined and powerful, her features make her unique. She finds a different way to shine. – Vitinho: Sensitive boy with a sharp perception. Cherished, he’s always surrounded by friends.
– Luiza: Curious, she loves to discover and learn new things. Her biggest idol her your brother, Zeca.
– Zeca: Loves to invent new games, always willing to create ways to have fun with her sister.
– Gustavo: Fan of gastronomy, likes to explore restaurants in the city with his boyfriend, Jorge.
– Jorge: Athlete and entrepreneur linked to innovation. Loves to try new technologies.
– Oswaldo: One of the oldest residents of the neighborhood, transmits to his grandchildren the legacy of love for nature and simplicity.
CREDITS
Client: Bradesco
Agency: Publicis
Product: Institutional
Title: “In 2020, shine your own way.”
Client Approval: Márcio Parizotto, Daniela Ugayama and Marcelo Salgado
CEO: Eduardo Lorenzi
CCO: Domenico Massareto
Executive Creative Director: Gustavo Victorino
Creative Directors: Paulo Aguiar and Rico Lins
Associate Creative Directors: Rafael Campos and Bernardo Correa
Art Direction: Lucas Pinheiro, Douglas Reis and Ricardo Sarno
Copywriting: Americo Vizer and Vitor Medrado
Creation Integrated Campaign: Larissa Domingues, Elias Carmo, Pedro Furtado, William Rodrigues, Tiago Cordeiro, Gabriela Moura and Juan Perafan
Account Service: Tatiana Chiari, Marcelo Trivilato, Barbara Oliveira, Felipe Francis, Erika Nagata, Julia Pimenta, Marina Felippe e Isabella Misko.
Planning: Gustavo Leite, Rodrigo Magalhães e Giulia Joau.
