Bradesco Bank
// Prime

Brand: Bradesco Bank

Agency: Leo Burnett

Role: Art Direction

More than a bank, Bradesco Prime aims to be a strategic financial partner for the high-income segment, offering tailored advice for every stage of life. The challenge was to build and communicate this new positioning. The core idea was to portray Prime as a trusted partner that truly understands and supports clients through their most important moments. To bring this positioning to life and connect with the audience, we drew on the prestige and wide recognition of Brazilian actor Rodrigo Santoro.

The campaign starred Rodrigo Santoro in various everyday scenarios, combining high-impact videos and imagery that prominently featured the tagline "Bradesco Prime - Your way is Prime." All of this reinforced the bank's commitment to personalised, high-value service.

The campaign delivered on its purpose: it reinforced Bradesco Prime's mission, strengthened client relationships, and clearly conveyed its value proposition to the high-income segment, drawing on a well-known public figure to gain even more credibility and emotional connection.