Idea: Change. Use paper only when it's really necessary.

Result: more than 625,000 people changed their paper in for digital statements (remembering our goal was 300,000 people). And for the first time in the history of Itaú, the bank became the most liked and recognized brand in brazilian television. More than 15,000,000 views on Youtube helped the message get out there (most watched branded piece in the history of Youtube in Brazil).