COVID-19 has taken over the entire world, causing absolutely everyone to face the pandemic in some way. Several plans have been postponed. Bradesco wanted a third film of their firefly series that would once again bring fireflies as protagonists (something that had already happened in 2018 and 2019). But the bank did not want to disregard the moment of so much uncertainty and fear. It was necessary to tell a story of hope, taking into account everything that was being lived. The bank's objective is to give all people hope for them to continue their pursuit for fulfilling their wishes / desires. Allowing each person to move their lives forward with their plans.

Faced with a pandemic that stopped the world and stopped all these plans, the bank decided to launch a campaign to inspire the population keeping faith. There are reasons to shine again.

After two years (2018 and 2019), Bradesco fireflies were already expected by the public at the end of the year. It was necessary to create a vol.3 and in a year where COVID hit the planet, the idea was to unite the two things: to tell a firefly story and inspiring everyone not to lose hope in the face of an uncertain pandemic scenario. It was necessary to show everyone that even in the face of fears and insecurities, even in the face of an increasingly dark year, we all have a reason to shine again.

In 2021, shining again was the concept of a 360 campaign that had a 90 seconds long movie as its hero piece.

From a brand perspective, Bradesco Bank believes that in a tough world it is their mission and purpose to make every Brazilian to belong in society and continue to progress. As the biggest bank in Brazil, for their end of year campaign, Bradesco wanted to give to the population a 3-minute short story to inspire people to continue chasing their dreams. YouTube has a massive reach in Brazil, so it was the best choice to launch this campaign. Our approach was to make a “Disney/Pixar” style animation so it would propagate naturally as much as possible.

The reason we believe this animation has such a strong influence in our culture is because it was modelled after Brazilian people, Brazilian architecture and Brazilian landscapes; a kind of animation never seen before by our population which such level of production care. Links for every episode of the series:

Ep1. https://www.youtube.com/watch?v=xmXtqDUoyxI

Ep2. https://www.youtube.com/watch?v=Ep-odshiZaE

Ep3. https://www.youtube.com/watch?v=xlbnfU3bpJ0

The film is the 3rd episode of the most viewed campaign in YouTube in Brazil in history. It has more than 244 million views with great viewability and large amount of positive engagement. As measure by research, the brand health was consistently increased as the campaign progressed.