Itau Bank Design & Branding JUST WORDS by DraftFCB Rio De Janeiro

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JUST WORDS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Rui Gonçalves Piranda
Producer Alexandre Schulz
Released March 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: BANCO ITAÚ UNIBANCO
Product/Service: ENDOMARKETING
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Mar 8 2010
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Entry URL: http://www.openairawards.com/2011/cannes/itau/words
Creative Director: Rui Piranda (Giovanni + Draft FCB)
Creative Supervisors: Tania Hübner/Alice Leite (Giovanni + Draft FCB)
Art Directors: Jacqueline Leutwieler/Leandro Belchior/Rodrigo Silveira/Vlademir Minharro (Giovanni + Draft FCB)
Copywriters: Yara Xavier/Viviane Silva/Luís Tadeu (Giovanni + Draft FCB)
Producer: Alexandre Schulz (Giovanni + Draft FCB)
Digital Creative Director/Digital Creative Supervisor: Tulio Paiva/Diogo Borges (Giovanni + Draft FCB)
Digital Art Director: Paulo Righini (Giovanni + Draft FCB)
Digital Copywriter: Hilson Okada/Paulo Maia (Giovanni + Draft FCB)
Accounting Management Team: Patricia Marinho/Tatiana Mazza/Daniel Gabriolli/Marianna Sergio/Kauê Secco (Giovanni + Draft FCB)
IT Team: Gerson Lupatinni/Marcio Bueno/Marcel Marques/Fabio Soares Kleber Oliveira (Giovanni + Draft FCB)
Media placement: Teaser: Words Parade - Ambient Midia - 08/03/2010
Media placement: Incorporation Of The Words To The Furniture - Ambient Midia - 11/03/2010
Media placement: Direct Mail, Email Mkt, Hotsite, LED Big Screen - Internal Mail, Intranet, Ambient Midia - 18/03/2010
Media placement: Banner - Internal TVs - 22/03/2010
Media placement: Banner - Internal TVs - 29/03/2010
Media placement: Banner - Internal TVs - 05/04/2010
Media placement: Email Mkt - Intranet - 09/04/2010

Describe the brief from the client
From the merger of two of the biggest Brazilian banks, the challenge was to conceive a strategy of internal communication able to unify both cultures until then different and concurrent, but without the predominance of one over the other – that means, without a dominant image, guide, colour palette or aesthetics. It was a bolt-from-the-blue construction – or started from a few things only – for the brand design of the biggest bank of the Southern Hemisphere and one of the 20 biggest ones in the world.

Describe the challenges and key objectives
With a few elements to work, the solution has been give life to words that could represent better 20 values desired for the institution, making them parade through halls and offices of the conglomerate. In the top of the campaign, mock-ups have been incorporated to the furniture of headquarters buildings and collaborators have been stimulated (MD/e-mail/elemidia) to elect the word that could motivate them most to be awakened to go to their workplace. The election has been via hot website and its results have been exhibited in a LED big screen installed in the main institution hall.

Describe how you arrived at the final design
For a financial conglomerate that has just born and needed to build its corporate culture, nothing more appropriate than the materialization of values (abstract ones by definition), desired for the new institution. Mock-ups became such visible and touchable values and caused a big surprise when paraded through offices and halls, actuating as an excellent teaser for a next election. Incorporated to the decoration, mock-ups recall Itaú Unibanco values each time collaborators look at them.

Give some indication of how successful the outcome was in the market
Numerically, it meant the most expressive result in the history of internal communication of both institutions: 30 thousand votes in the first day and 141 thousand in the end of the election, from which 69 thousand have been unique votes. That means almost 70% of collaborator participation. But the big result has been really of qualitative order: the campaign had a largely positive impact that accelerated the assimilation of the new Itaú Unibanco culture and let a very remarkable remaining. Thus, the campaign and widespread values are remembered until now and perhaps forever.