Our challenge was to focus all the social and environmental responsibility actions, executed by Bradesco, in one strategy, outlining the activities and making it easily noticed by people. The goal was to magnify the consumers’ perception and turn the employees into multipliers of this philosophy. To solve this brief, we decided to create a bank within Bradesco, called “Bank of the Planet” that has our planet as the main client and acts in three areas: social projects, environmental protection and green and sustainable products. With a robust integrated campaign we communicated it to the market.

All Bradesco’s employees were engaged with an internal campaign, composed by stickers giving tips about how to save the planet, broadsides, banners and special content on the intranet. They were transformed in multipliers of Bradesco’s activities. Once the entire bank was engaged, clients and potential clients soon started to notice the activities. So we launched an integrated campaignwith a TV spot, which was reinforced by indoor and outdoor media, direct mail, and print in magazines. The campaign resulted in new products and services offers by Bradesco, such as a totally recycled credit card.