ADVERTISING

Itaú Unibanco

“Brazilian Teams that have never existed”.

Agency: GALERIA.ag

Description

Brazilian Bank Uses AI To Celebrate Women’s
Soccer As It Should Have Been
Itaú Unibanco imagines women’s football without Brazil’s four-decade long ban.

São Paulo – To pay tribute to women’s football athletes of today and yesterday, Itaú Unibanco, sponsor of all Brazilian national soccer teams, has focused their latest ad campaign on the four-decade long ban on women playing the sport, using artificial intelligence to envision Brazilian women’s teams from the 1950s, 60s and 70s.

The 1941 decree that stated, “Women shall not be allowed to engage in sports incompatible with the conditions of their nature,” lasted until 1983 in the country, crushing the athletic dreams of generations of young women. So, to develop this campaign and honor what might have been, the bank listened to former players, historians, sociologists and specialists who helped describe how it felt to play women’s football at the time. Based on these testimonies and other research, a designer with an expertise in AI generated images of the possible athletes. The result was “Brazilian Teams that have never existed”.

Crafted by advertising agency GALERIA.ag, the campaign features print and electronic media pieces that celebrate the imagined teams that never took the field for the 1959, 1963 and 1971 Women’s World Cups. The effort focuses on three pioneers of the sport: Iolanda, a player from Vespasiano during the 60s, who practiced the sport in hiding; Dilma Mendes, a player during the 70s, who is currently the most award-winning football coach in the country; and Pretinha, a player from the 80s, who was part of the first Brazilian women’s team together with Marta and Formiga. The campaign was also supported by football historian and researcher, Aira Bonfim, as well as Giovanna Waksman (better known as Giovanninha), a 14-year-old player on the Sub-17 National Team and a rising star of the sport.

“The history of women’s football in Brazil is very rich,” says Thaiza Akemi, Marketing Superintendent at Itaú Unibanco, “But most Brazilians are unfamiliar with the fact that women were once prohibited from practicing the sport. Bringing light to this history in a moment of great relevance and prominence such as the World Cup, is a way to honor everything those women dreamed and accomplished. As official sponsors of all national teams, Itaú wants to do its part to give visibility to this past, bring forward this dialogue to more people and empower future teams.”

The project was also featured on social media, with support from celebrities from the football world, such as Fernanda Gentil, Carol Barcelos, Formiga, former referee Fernanda Colombo, and national team player, Camila, all of whom used their profiles to expand the reach of the initiative.

“The championship has gained new importance this year,” says Carol Mello, CSO at GALEIRA.ag. “Not for the title itself, but for what our athletes represent. This time, they have taken the field for generations of women who were forbidden to practice the sport, and also for generations of women who will represent our country wearing the Brazilian team jersey in the future. This is what our project is about. AI allowed us to bring to life teams which could not even be formed, but now at least they can be pictured.”

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About Itaú Unibanco
Itaú Unibanco’s purpose is to promote people’s power of transformation and we do it through a strategic agenda focused on client centricity and digital transformation, based also on the diversity of our people. The largest bank in Latin America, Itaú Unibanco is present in 18 countries and 70 million customers, among individuals and companies in all segments, to whom we offer the best experiences in financial products and services. Itaú Unibanco has been selected for the 23rd consecutive time to be part of the Dow Jones Sustainability World Index (DJSI World), being the only Latin American financial institution to be part of the index since its creation in 1999. www.itau.com.br

About GALERIA.ag
GALERIA.ag is an independent agency that combines cultural sensitivity, technological expertise, and data intelligence to transform businesses through creativity. Born with the mission to simplify advertisers' communication ecosystem, offering integrated end-to-end solutions that blend data-technology-creativity and an agnostic strategic vision, GALERIA.ag quickly became the second largest agency in Brazil. Official social media profiles: LinkedIn and Instagram.

This professional campaign titled '“Brazilian Teams that have never existed”. ' was published in Brazil in August, 2023. It was created for the brand: Itaú Unibanco, by ad agency: GALERIA.ag. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 8 months ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.

Credits

TECHNICAL FILE
Titles: It’s more than a World Cup
Client: Itaú Unibanco 
Product: Institutional
Campaign: 2023 Women’s World Cup
Agency: GALERIA.ag 
CCO: Rafael Urenha 
Creation Executive Direction: Rafael Caldeira and Phil Daijó
Creative Direction: Arthur Lobão, Bruno Zampoli, Caio Milanesi and Cris Albano
ACD: Mario Cintra
Heads of Design: Renan Monjon and Saulo Monjon
Creation: Guter Sá, Huanayra Alexandre, Júlia Pimentel, João Batista and Tawane Silva
Account: Ana Coutinho, Denise Vieira, Nathalia Chaves and Lucas Freitas
Itaú Approval: Eduardo Tracanella, Thaiza Akemi, Caroline Pintarelli, Caroline Paluan, Verônica Bortoloto and Eliza Bianchezi
Media: Paulo Ilha, Sofia Raucci, Pedro Santana, Nadia Araújo and Ana Beatriz de Carvalho
Strategy: Carol Mello and Marcela Leal
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Social and influence: Fernando Sahb, Juliana Romano, Natalia Lessa
and Thiago Almeida
Content Strategy: João Capusso and Gabriella Unger
Integrated Production: Ducha Lopes, Fabio Truci, Michelle Teixeira, Natalia Menken, Ana Ananias and Renata Silva
A.I Image Production: @theacidtimes and Huanayra Alexandre

Image Producer: FRAME
Executive Production: Eduardo Simon, Rafael Urenha, Ducha Lopes and Phil Daijó
Director: Cris Albano and Fernando Lenox
Photography Director: Fernando Lenox
1º AD: Fernanda Vieira de Castro
1º AC: Ricardo Angel Lima Pineiro
2º AD: Bruno Gabriel. Da Silva Pereira
DIT: José Luiz Lerma
Operator: Julio Becker
Stedcam Operator: Daniel Augusto Torquato de Santi
Direct Sound: Daniel Henrique Silva Dias
Sound Assistant: Kenny Kazuo Ishicava dos Santos
Art Director: Nicholas Andrew Kjaer da Fonseca Moura Reis
Stage Manager: Francisco Lopes de Souza
Make & Hair: Tatiana Chaves Santos
Costume Designer: Gabriela Clara da Fonseca
Production Director: Renato Marques
Base Production: Ana Moura
Production Assistant: Evantui de Jesus Moreira (Babu)
Production assistant: Caique Castro de Oliveira Lima
Production assistant: Alexandre Luiz da Silva
Production assistant: Thales Nocchi Lima
Electrician: Paulo Nunes
1 Electric assistant: Renato Lelis Oliveira de Souza
Eletric assistant: Juliano Areias dos Santos Pereira
Porter: Anderson de Souza Azevedo
Machinist: Claudio Soares dos Santos
1º Machinery assistant: Aliandro Zoti
2º Machinery assistant: Ygor Walter Wendt
Account: Felipe Ribeiro Correia
Account: Thatiane Karoline Ribeiro Correia
Cleaning: Michele Viana
Production car (WTC): Geovanni Bortolo
Camera Van car (WTC): Fhelipe Alan Assis da Silva
Electric truck and Machinery (Marquinhos): Marcos R. Sales Pereira
Electric Pickup and Machinery (Marquinhos): Valter
Art car (WTC): Ronaldo
Talent car (WTC): Renato Lopes
Talent car (WTC): Eduardo Virgilio

Post-production: FRAME
Executive production: Ducha Lopes
Montage: Estevan Schilling
Color: Sergio Cicinelli
Comp: Andre Toma 
Motion: Ebson Clarindo
Assistant: Andre dos Santos
Coordinator: Marillia Ramos
Head: Wilson Fernandes

Legal: Rosimeire Brito and Isabelle Versannio.

Audio Producer: CANJA
Account and Project Manager: Matheus Peres 
Account: Guga Costa
Project Manager: Ana Flor Bohrer, Flavia Medeiros
Musical Direction: Eduardo Karas, Lucas Sfair, Filipe Resende
Musical Supervision: Bruno Vieira Brixel 
Voice direction: Bruno Vieira Brixel 
Track: Érica Silva
Sound Design: Ardlez
Sound editor: Diego Zorrilla
Audio Production: Diego Zorrilla, Leonardo Lima

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