Bradesco’s End-of-Year Campaign: Firefly Qorus Banking Innovation Awards 2019 - Winner

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.