Qorus Banking Innovation Awards 2019 - Winner

Bradesco’s End-of-Year Campaign: Firefly

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02/08/2019 Banking Innovation

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For the first time in history, Brazil truly saw itself reflected in a 3D animation and felt all the characters emotions.

Innovation presentation

Bradesco Bank is one of the most traditional banks in Latin America and wanted to reinforce its role as a bank that includes and values everyone. Regardless of color, race, creed or gender. Used to traditional approaches, this was the first time a bank raised the diversity flag during the most important time of the year: Christmas.

The campaign addresses social inclusion and also what Brazilians are used to facing on a daily basis: overcoming challenges. We tell the story of a firefly that leaves the countryside and pursues its dream in the city, enchanted by the lights and sparkle. Ending up overshadowed, by a cold, hard and unwelcoming world, as many minorities currently see themselves.

In addition to the care taken to represent the entire Brazilian mix of ethnicities, the film proves in a beautiful and touching story that anyone can conquer their space. And that together, without discrimination, our interior light can make a difference in the world.

The soundtrack was a surprise. Gloria Groove, famous drag queen artist, recorded the Christina Aguilera hit. That helped foster the conversations in social media.

Film production lasted 13 weeks, with 160 people involved and was exhibited during prime time on the biggest TV broadcaster in the country and on the YouTube masthead. In addition to being a campaign that is integrated with all media. The result of all this emotion is enchanting: The firefly is the most viewed commercial in YouTube Brazil history.

Uniqueness of the project

The film addresses social inclusion and also what Brazilians are used to facing on a daily basis: overcoming challenges. We told the story of a firefly that leaves the countryside and pursues its dream in the city, enchanted by the lights and sparkle. Ending up overshadowed, by a cold, hard and unwelcoming world, like as many minorities currently see themselves.

With a 3D animation technique, we could make all the emotions that characters were feeling really come out.

The design values the emotional construction of the character, with more anthropomorphic features so they could have expressions with more human connections.

Brazil and the mix of ethnicities are represented in each frame, with a mix of races, ethnicities, genders, including people with Down Syndrome, a gay couple, immigrants and several different social classes.

The light in the film also shined. We not only considered the emotional factor that it would impact, but also the different temperatures in each scene according to what the character was feeling.

We created 40 types of Brazilian vegetation and architecture from the middle of the century, with traditional embellishments, windows, and facades from all over Brazil.

In addition to the care taken to represent all the Brazilian mix of ethnicities, the film proves in a beautiful and touching story that anyone can conquer their space. And that together, without discrimination, our interior light can make a difference in the world.

The objective was to create an end-of-year film that, not only made every Brazilian feel like they were a part of it, but also as an incentive and appreciation of the light and glow that everyone in the country carries with them every day.

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