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We won a competition process to create Itau’s World Cup campaign after a 9 month length process. Just being part of this process is already an experience that no one can take away from you. But this process was much more than that: we had to study and understand Brazil’s scenario long before start creating the campaign.
The first step was understanding Brazilians feeling on that very special moment: we were living a political crisis that divided our country in two sides. That’s why we decided that our campaign focus should be bring people together. And there is nothing better than soccer to fulfil this mission. That’s how the headline that guided us through the whole campaign was created: “Only one Brazil”.
After setting the mood, it was time to begin the party. And there is no party without music, right? As Itaú's song was a huge success in 2014 WC (the most remembered brand song among all other players), we decided to bring it back to Russia World Cup. But during this 4 years, Brazil 's musical scenario had change a lot: the new trend was mixing different music styles – funk with sertanejo, hip hop with samba and so on. We followed this lead to name the squad that would create our song: Anitta (funk), Thiaguinho (samba) and Fábio Brazza (hip hop).
The lyrics also needed to be updated. So we had the chance to work side by side with Brazza to write the new lyrics, bringing concepts and feelings that were better aligned with Brazilian spirit in 2018.
Quotes that reinforced Brazilian superiority and protagonism – like “only we have the 5 stars in our green and yellow soul” – had no longer space. So we trade them for lines that would value our ability to keep fighting and never giving up, as "we have the same size of our dreams" or "before the trophy, comes the hard work".
During the whole study about Brazilian moment, we were aiming to create more than a song. Our goal was to deliver a message that would represent people's moment and bring everyone together. That's why we decided that on its first exhibition, our song shouldn't be sang, it should be declaimed.
Then, we created a making of video of our song to raise people’s curiosity about the new song. And finally, we released the musical video clip with the official song. And here we used a little trick, that may look simple, but it was really important: with so many brands creating songs with the same theme (Brazilian squad and 2018 World Cup) we needed to bring something different to make our song stand out from the others. that’s when we decided to call it: “The Brazilian team song”.
After creating great buzz around the song launch we had to let people know it was ready. So we created new prints inviting people to learn the lyrics and watch it on Itaú's brand channel on Youtube.
Long copy ad created to set our campaign mood: bring all Brazilians together.
Print ad created to reinforce our concept: only one Brazil.
Print ad to create buzz around the music that was about to come.
Music Pre launch phase | Print ad 01
The greatest part was that people went beyond: besides learning the song, they went online to sing our song and show their support for the Brazilian squad. So we created a video ad to show all this passion.
It was an amazing to have the chance of taking a part in this great campaign. During the process, we really believed that no one could stop us.
Unfortunately, Courtois did =/
