Gabriel Mesquita
creative director | art + concept | based : Berlin
BB | 2019-high-3.gif

Bank of Brazil

This campaign was the first that i’ve created at McCann for Bank of Brazil. The strategy was to join the biggest trend, fake news, to sho the population how their impressions about BB was fake. The art direction created had the objective to be similar video calls because we where inviting everyone to open their account by app. BB app is the most downloaded and with better reviews. #artdirection

 
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BANK of BRAZIL - FACT or FAKE

Non-clients see the Bank of Brazil as an old and traditional bank. But it turns out that our app is the most admired and downloaded in Brazil. BB also was the first phone and internet banking in the country. There was a lot of fake news around us. So, how can we transform the image of a 200-year-old bank? We joined the conversation of the year: Fake News. FACT or FAKE was a groundbreaking campaign. Suddenly all the media was talking about us. An integrated platform was created to listen to clients and non-clients opinions. Influencers orchestrated action with a social strategy, making our commercial hit +15mm views and +34% view-ability. The result was: +660k unique visitors, and 44% of non-clients now have a different opinion of BB.

role: creative art director + concept, creative strategy

credit: Hugo Santos + Amanda Agapito (strategy), Márcio Juniot (copywriter), Fábio Ludwig + Daniel Leitão (creative director)

film: Rebolucion, Ale Cassulino (director)

photo: Maurício Nahas, Fujioka Retouch

 
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