Caixa Economica Federal: Sounds Of Conquest

Credits & Description:

Title: Sounds Of Conquest - I can be what I want
Agency: Nova/Sb
Brand: Caixa Econômica Federal
Country: Brazil
Entrant Company: Nova/Sb, São Paulo
Advertising Agency: Nova/Sb, São Paulo
Production Company: Piloto Tv, São Paulo / Bossa Nova Films, São Paulo / Sonido, Rio De Janeiro / 2mobile, Brasília
Creative Director: Antônio Batista (Nova/sb)
Creative Director: Thomaz Munster (Nova/sb)
Copywriter: Duda Moreira Salles (Nova/sb)
Copywriter: Filipe Fontes (Nova/sb)
Agency Producer: Johnathan Lastri (Nova/sb)
Director: Gabriel Nobrega (Vetor Zero / Lobo)
Music Producer: Lucas Duque (Sonido)
Account Manager: Felipe Lopes (Sonido)
Art Director: Humberto Cunha (Nova/sb)
Account Director: Thelma Bassit (Nova/sb)
Account Manager: Fernanda Melo (Nova/sb)
Communications Manager: Adriana Probst (Caixa)
Marketing Co-ordinator: Abigail Cavalcante (Caixa)
Agency Producer: Sayuri Hirako (Nova/sb)
Art Director: Savio Marques (Nova/sb)
Agency Producer: Marco Ettore (Nova/sb)
Marketing Co-ordinator: Tatisa Fabris (Caixa)
Planning Director: Ricardo Bauab (Nova/sb)
Film Director: Daniel Soro (Piloto)
Film Director: Alexandre Chalabi (Piloto)
Film Director: Gabi Brites (Bossa Nova)
Film Director: Livia Gama (Bossa Nova)
Digital Creative Director: Soraya Coelho (Nova/sb)
Copywriter: Eve Portilho (Nova/sb)
Art Director: Mateus Bassan (Nova/sb)
Art Director: Vinicius Ervilha (Nova/sb)
Media Manager: Estanley Cunha (Nova/sb)
Media Manager: Artur Barros (Nova/sb)
Account Manager: Jessica Lima (Nova/sb)
Chief Executive Officer: Cristina Gutemberg (Nova/sb)
Business Inteligence: Marcos Cunha (Nova/sb)
Digital Account Manager: Juliana Vasconcellos (Nova/sb)
Strategy:
In Brazil, rap tells the day-to-day stories of conquest and overcoming of the ghetto. Place where most athletes and clients of the bank were born and live. The strategy was to use this cultural movement that already deals with the theme, to reveal the daily achievements of the athletes. And with that, strengthen the concept that day-to-day achievements are also important. Even if you are not an Olympic athlete.
Outcome:
People interacting with the campaign 68 million:Facebook: 37 millionInstagram: 17 millionTwitter: 15.5 million5 million readers in spontaneous media51 thousand song downloads50,827,830 million views in campaign videoclips76
175 reactions24.209 comments and mentions22 thousand sharesDigital Top of Mind of the Games
Execution:
7 of the biggest rappers in Brazil produced 7 original songs about the strength and overcaming of the brazilian athletes. Every two weeks a new track was released with a video clip. On the campaigns website, it was possible to download the songs, watch the making ofs and have access to exclusive content such as games and informations about the athletes and the bank’s history in sponsorship in sports. On the Spotify people could listen to Sounds of Conquest album and a playlist inspired by the life of each athlete. A music channel has provided tutorials to teach how to play the songs. In the streets, each song earned a graffiti, stamping a piece of the lyrics. The graffiti became part of the campaign's visual identity. In the end, a live show with the 7 rappers closed the campaign that celebrated the diversity, inclusion and achievements of Brazilians.
Relevancy:
What does a financial institution have to say about sports in the Olympic period? How to materialize terms such as "overcoming", "force" “strength” and "determination" in a period when all brands are talking about the same subject? We invite seven of the biggest rappers in Brazil to sing stories of strength and overcoming of athletes sponsored by the bank. The final result is an integrated campaign with a seven tracks álbum called Sounds of Conquest.
Campaign Description:
The idea was to show that great conquers go far beyond medals. For this, CAIXA invited 7 of the most important rappers in Brazil. Following the Hip Hop culture motif, narrating stories of struggle and overcoming, the rappers payed homage to Brazilians in sports, telling the story of athletes and getting together to sing an anthem of motivation, diversity and inclusion.
Synopsis:
CAIXA is a public bank responsible for the achievements and for the social inclusion of the most needy Brazilians. In addition, it is the main sponsor of sports in Brazil. To celebrate the year of the Olympics in Rio, CAIXA requested a campaign that strengthened the bank's DNA through sports sponsorship.