IMAGES OF BRAZIL by Master Comunicacao for Bank Of Brazil

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IMAGES OF BRAZIL

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Industry Banking & Financial Services
Media Promo & PR
Market Brazil
Agency Master Comunicacao
Art Director Eduardo Sepúlveda, David Monk, Frederico Gontijo, Tiago Hoysel
Copywriter Cícero Souza, Fabio Dimalio, Victor Anokwu, Saulo Rodrigues, Flavio Lizardi
Released July 2009

Credits & Description

Category: Financial Products & Services
Advertiser: BANK OF BRAZIL
Product/Service: BANK
Agency: MASTER COMUNICAÇÃO
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Art Director: David (Keller)
Art Director: Tiago (Frechiani)
Creative Director: Flavio (Waiteman)
Art Buyer: Thaysa (Bono)
Copywriter: Saulo (Angelo)
Copywriter: Victor (Afonso)
Copywriter: Flavio (Waiteman)
Chief Creative Officer: Flavio (Waiteman)
Art Director: Frederico (Oliveira)
Copywriter: Fabio (Ludwig)
Art Director: Eduardo (Xavier)
Copywriter: Cícero (Fraga)
Media placement: Print Ads And Social Media - Veja Magazine - 15 July 2009

Describe the objective of the promotion.
In 2009, Banco do Brasil once again took the lead in the ranking of Brazilian banks. Banco do Brasil had once again set itself apart from its competitors. The challenge now was to get closer to the Brazilian people creating a relationship that was more friendly than people were used to having with financial institutions.

Describe how the promotion developed from concept to implementation
Banco do Brasil created the community 'Images of Brazil' in a popular photo sharing web site. The goal was to bring together Brazilian photographers, amateurs and professionals alike, and to have access to images that were truly Brazilian. The best photos would be chosen and acquired by Banco do Brasil, and used in its upcoming advertising campaign, which highlighted Brazilian values and was called 'from Brazil'.

Describe the success of the promotion with both client and consumer including some quantifiable results
More than 4,000 photos were submitted to the community. The best photos were used in Banco do Brasil's 2009 campaign. The initiative in using the community's photos in the campaign created buzz in web sites and blogs specialising in photography, and also gained the pages of the largest newspaper in the country, Folha de S. Paulo.

Explain why the method of promotion was most relevant to the product or service
Banco do Brasil is over 200 years-old. Developing a promotion on photo sharing web sites not only brought the bank together with thousands of photographers but also brought a fresh aspect to a brand that, though recalled by almost every Brazilian, is considered old and traditional.