Last year, Itau Bank’s end-of-year film by ad agency, Africa, I Am The Future, had been watched 20 million times by New Year’s Day.
Africa is continuing the heritage it began for Itau Bank in 2015 with the end-of-the-year film, What Are You Looking For in 2019? The film aims to make people think about what they want for the new year. It upholds the value of shared positive thoughts even if one’s paths, opinions and attitudes might differ from someone else’s.
“The film invites people to think about what they want to accomplish, about what is really important, but also stimulates them to keep an open mind to dialogue, respecting those who have different choices”, stated Eduardo Tracanella, Itau’s institutional marketing director.
“Even though the answers for the things we want in life might be diverse, values such as love, union, and hope are common and crucial. More and more, people come to expect the end-of-year message from the brand. On the other hand, we’ve learned that messages that touch the heart are born in people and in our capacity to listen to their desires. This is what creates an empathic brand. So, it’s not about the bank, it’s about the people.”
Jeferson Rocha, creative director at Africa, added, “When we created the campaign, we were looking for something that was part of human beings’ nature. That could respect our differences, but that found common ground and we found the quest.”
“No one finds love looking for anger. No one finds peace looking for violence. We wanted to make people think about this. Make them think if they are looking for what they wish. When that is not clear, things can be right in front of us, but we won’t see them,” noted Everton Behenck, creative director at Africa.
The film was directed by Vellas and produced by Saigon The full version is 90-second long. A 30-second version was made for TV and cable. The campaign is also running in cinema, the bank’s social networks and YouTube channel, as well as print media, radio, digital, supported by different actions with digital influencers on Twitter.
https://vimeo.com/307519941
There might be blue skies outside
But if you’re not seeking for light
you’ll never see the sun.
Joy might be waiting at every corner
But if you’re not looking for a smile
You’ll just walk away.
Dreams will invite you every day
But if you’re not listening
You’ll get stuck in reality.
The right person can bump into you
But if you’re not looking for love
You won’t get the message.
The world can show the harmony in all things
But if you’re not seeking for peace
You won’t see it.
Life can show us that we don’t have to be all the same.
But if you’re not looking with your heart
You won’t see the signs.
What about you?
What are you looking for in 2019?
Credits:
Agency: Africa
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Otavio Schiavon
Creative Directors: Jeferson Rocha & Everton Behenck
Art Director: Jeferson Rocha
Copywriter: Everton Behenck
Client Services: Ana Hasegawa, Tariana Cruz, Francine Pellacani, Greta Rodrigues & Maithe Amaral
Media: Luiz Fernando Vieira, Francisco Custodio, Beto Lima, Nathalia Oliveira, Marcelo Carmim, Daniel Miscolcz, Gabriela Abdo & Paula Rumachella
Planning: Rodrigo Maroni, Rafael Camilo, Felipe Nogueira, Rafael Trevisan, Leonardo Juhasz, Iago de Moura, Thauanne Menezes & Tiago Tuiuiu
Agency Producers: Rodrigo Ferrari, Mariana Hermeto & Ian Inglez
Production Company: Saigon
Director: Vellas
Executive Producer: Marcelo Altschuler
DOP.: Agustin Claramunt
Art Direction: Marcelo Reginato
Production Coordinator: Carol Pessini
Post Production: Nash Post Production
Post Production Coordinator: Virgini Fares
Finishing: Fabio Abreu
Editing: Rami D’Aguiar
Sound Production: Antfood
Client: Itau Bank
Client Approval: Eduardo Tracanella, Juliana Cury, Natalia Barreira & Mariana Villela
Here is last year’s film:
Africa & Itau Bank: The future explains why you shouldn’t fear it
