Itaú Bank had always been the super-traditional bank that wasn't living it's best time in terms of popularity and talkability, mostly within the younger generations. Besides the challenge to enter into the gaming community, Itaú wanted to be accepted by them in an authentic and proprietary way, standing out from the competitors and being truly relevant. The most important objective was to be seen not as a mere sponsor, but as a real partner.

Our idea was simple: create a platform that brings real changes using games as a channel. And within our platform, we created a series of activations reaching different necessities from our society. From accessibility to the gamer in need with “Favelas Cup”, esports prize equity with the sponsoring of the biggest Counter Strike female tournament in Brazil, awareness within the LGBTQIA+ community with the game show “Feito com todes”, to the fight against hunger with a live stream to receive donations.

Our objectives were entering the gaming scene not just doing the common sense “entertainment thing“, but solving the real problems of the community.