Bradesco Bank
// Prime

Brand: Bradesco Bank

Agency: Leo Burnett

Role: Art Direction

Challenge: To establish and effectively communicate a new brand positioning for Bradesco Prime, Bradesco Bank's high-income segment, emphasising its role as a strategic financial partner that offers tailored advice through various life stages.

Concept & Strategy: The core concept focused on portraying Bradesco Prime as a trusted strategic partner, deeply understanding and supporting clients through significant life moments. The strategy involved leveraging the prestige and wide recognition of world-renowned Brazilian actor Rodrigo Santoro to embody this partnership and connect with the target audience.

Execution: The campaign starred Rodrigo Santoro, featuring him in various life scenarios. It included impactful videos and still imagery prominently displaying the tagline "Bradesco Prime - Your way is Prime." The campaign reinforced the bank's commitment to personalised high-value service.

Impact: The campaign successfully reinforced Bradesco Prime's mission, strengthened client relationships, and clearly articulated its value proposition to the high-income segment, leveraging a prominent public figure for enhanced credibility and emotional connection.