Itaú Uniclass, the premium segment of Itaú Unibanco, has launched a new positioning campaign that aims to motivate its customers to achieve their dreams and aspirations. The campaign features a film starring Brazilian presenter Marcos Mion and his idol, Hollywood actor Sylvester Stallone.
The film, created by GALERIA.ag, shows Mion climbing the famous steps of the Philadelphia Museum of Art, where Stallone filmed one of the most iconic scenes of his Rocky Balboa character. As Mion reaches the top, he is surprised by Stallone, who gives him a pep talk and encourages him to keep going.
The film is based on the idea that Itaú Uniclass is the bank that supports its customers throughout their journey of growth and success. The bank offers personalized solutions, such as credit lines, investment advice, exclusive benefits, and a team of dedicated managers and specialists.
The campaign includes outdoor media, digital activations, and social media content. One of the highlights is a special piece designed by Vitrine, GALERIA.ag's business hub, specializing in outdoor media, that transforms a staircase into a symbol of achievement.
The campaign reflects Itaú Uniclass's commitment to its customers and its vision of being a bank that helps them reach their goals. As Eduardo Tracanella, CMO of Itaú Unibanco, says: "The brand Itaú Uniclass is very strong and has built, over time, a deep identification with our clients. With the development of our value proposition, the opportunity of telling an awe-inspiring and contemporaneous story about the new Itaú Uniclass became crystal clear."
The film has already received positive feedback from the public and the media. Mion shared his excitement about working with Stallone on his Instagram account, where he has over 20 million followers. He said: "I can't believe I'm living this moment. I'm speechless. Thank you, Itaú Uniclass, for making this dream come true."
Stallone also expressed his admiration for Mion and his enthusiasm for the campaign. He said, "Marcos is a great, talented, and charismatic guy. I'm glad to be part of this project with him and Itaú Uniclass. It's a message that resonates with me and with everyone who has a dream."
The campaign is expected to run until the year's end and reach millions across Brazil. It is part of Itaú Uniclass's strategy to strengthen its customer relationship and position itself as a bank that inspires them to make it to the top.
Length: 60”, 45” (Spin Off) and 30”
Client: Itaú Unibanco S.A.
Campaign: Itaú Uniclass
CCO: Rafael Urenha
Creative Executive Director: Phil Daijó and Rafael Caldeira
Creative Director: Caio Milanesi, Bruno Zampoli and Arthur Lobão
ACD: Mario Cintra
Creation: Rafael Urenha, Phil Daijó, Mario Cintra, Bruno Zampoli and João Batista
Social Creation: Gabriel Rosatti, Cristal Crocker, João Capusso and Tawane Silva
Account: Ana Coutinho, Denise Vieira, Nathalia Chaves, Vanessa Bortolosso, Gabriela Oyas and Lucas Freitas
Client Approval: Eduardo Tracanella, Thaiza Akemi, Natalia Barreira, Caroline Pintarelli, Giovana Salles and Renato Stefani
Media: Paulo Ilha, Sofia Raucci, Eric Zanelli, Pedro Santana, Marcella Gama, Ana Júlia Crivellaro, Thiago Rodrigues, Ana Carvalho, Gabrielle Rodrigues and Leonardo Santos
Strategy: Carol Mello, Márcio Rodrigues, Marcela Leal, Bianca Moura, Mariana Sena, Laura Loh, Vitória Barros and Ariane Carmo
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Social and influence: Juliana Romano, Natalia Lessa, Thiago Almeida, Barbara Rossi e Nathalia Imamura
Data e Technology: Guido Sarti, Marcelo Azevedo, Patrícia Garcia, Geovana Lucena, Yuri Rebêlo and Edvan Neves
Projects: Daniel Martins, Marione Oliveira, Ana Martins e Nathalia Santos
Graphic and Digital Production Direction: Marcos Moura
Artbuyer: Andrea Soeiro and Bruna Costa
Graphic Production: Durval Brum
Digital Production: Géssica Sales and Natássia Santoro
Finish Coordination: Pablo Felix
Image treatment: Cesar Bonfim and Marcelo Reis
Proofreading: Teresa Montes
Legal: Rosimeire Brito and Isabelle Versannio
Integrated Production: Ducha Lopes, Matheus Thiago, Fábio Truci, Beatriz Brandão, Priscila Sanches, Ana Ananias and Renata Silva
Image Producer: Saigon Filmes
Executive Producers: Marcelo Altschuler and Carol Pessini
Head of Sales and Strategy: Victória Scaff
Account: Bruna Chamlian, Giovanna Saad, Patricia Aguiar and Karin Diniz
Production Coordination: Katiucia Soares and Thalita Machado
Photography Direction: Agustin Claramunt
Still Photographer: John Schoenfeld
Production Service: Home Production Services, Inc - Karin Stuckenschmidt, Robyn Bensinger
Direction Assitant: Flavio Lanfredi
Glam Team Mr Stallone - Wardrobe: Young-Ah Kim
Glam Team Mr Stallone - Groomer: Jason Lindow
Glam Team Marcos Mion - Wardrobe: Heloysa Filippo
Glam Team Marcos Mion - Groomer: Lee Cado
Talent hiring: Platinum Brasil
Music Licensing and Intellectual Ownership: Platinum Brasil
Sound Producer: Satélite Áudio
Music Direction: Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Account: Fernanda Costa, Renata Schincariol e Daniel Chasin
Music Production: Roberto Coelho, Hurso Ambrifi, Charly Coombes, Thiago Colli, Koitty and Pedro Motta
Music Production Assistant: Alexandre Avicena
Finish: Carla Cornea, Vithor Moraes, Arthur Dossa and Iran Ribas
Finish Assistant: Esteban Romero
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira Mariana Tardelli
Post-production house: FRAME
Montage: Rami D'Aguiar, Tomás Pastén
Making Off: Gabriel Barbosa
Post-production coordinator: Wilson Fernandes
Finish: Marília Ramos
Composers: André Toma, Renan Ambrósio, Eduardo Rios Andrade and Caique Veloso
Motion: Ebson Clarindo
Color: Sergio Pasqualino