As part of Itaú Bank's real-time marketing efforts, our goal was to seize conversational opportunities aligned with the bank's culture. Despite Itaú Bank's sponsorship of all Brazilian teams, there was a noticeable lack of communication about women's football. With the 2019 FIFA Women's World Cup approaching, we saw the chance to change that.
We aimed to use the bank's communication channels to spotlight the achievements of female athletes, fostering support for them during the championship.
Apart from the film, we have produced a full digital campaign and a real-time content creation to interact on Twitter during the games, using meme language on conversational ads and selecting assets for the community management team interactions.
The campaign's success has significantly increased public opinion about the Bank. Famous personalities and other brands have interacted with the Bank, and we have won a “Golden Tweet” prize from Twitter to celebrate the most engaged tweet from the Female World Cup.
Role: art director ✦ Year: 2019 ✦ Agency: Mutato