The Brazilian Cortana
Ghostwriting & Content | Microcopy | Persona Development | Voice & Tone
In 2017, Brazilians were starting to talk not only with each other, their pets and with ourselves, but also, with personal assistants. Technological figures responsible for assisting
us with our daily needs providing lots of information.
But that was to technical. Not personal.
G | C
Itaú rock in rio
Creative Concept | Manifest | Script and Film Direction | Live Marketing Activation |
Itaú is one of the biggest banks in Brazil. A brand that is known for having a very strong presence both in media and events. But Itaú is also a very traditional bank. So when they asked us to create a concept for a brand that is not related to music, to be the most remembered brand in Rock in Rio, we felt right at the start that this was the perfect opportunity to go beyond this stigma and present something no one could ever imagine.
To achieve this, we created a concept based on the fact that music is divided by genre, but has no gender.
Building an arena, with a huge stage for bands from different genres to perform, was the first step.
Followed by the arena, a giant headphone was created to incentive Instagram interactions.
But what about the diversity?
To really make a statement, we invited Pabllo Vittar, a LGBTQI+ icon in Brazil
for a surprise show. The arena was packed.
The results? Itaú was the most remembered brand at the event and, still, people are talking about it.
