Itaú Uniclass

Make it to the top



Itaú Uniclass, the premium segment for Itaú Unibanco’s medium-income clients has announced a new stage for the bank through the launch of a new positioning campaign. With the signature “Make it to the top”, the campaign brings TV host, Marcos Mion, as the star, but this time in a different way – he is playing the individual person ‘Marcos’. As key part of the campaign, the bank is launching a film stared by Marcos next to his great idol, Silvester Stallone, bringing a positive and inspiring message for Itaú Uniclass’s clients.

Signed by, the campaign aims at bringing Itaú Uniclass even closer to its clients through a wide range of products and services, dedicated managers and personalized investment recommendations provided by a group of specialists. New Itaú Uniclass offers credit lines to meet all clients’ needs and help them reach their goals. The new proposal of the segment brings a series of exclusive benefits and progressive discounts based on clients’ engagement and relationship with the bank. With the line “Don’t judge Marcos by Mion”, the 60” film, produced by Saigon and Satélite, shows Marcos going up the steps of a long staircase while speaking briefly about his life history, making clear which bank talks directly to him as an individual person. As he makes it to the top of the stairs, located at the entrance of Philadelphia’s Art Museum, in Pennsylvania, Marcos Mion gets blown away by Silverster Stallone, his great idol, who taps his back and says, “Keep going, Marcos”. The film features the soundtrack “Gonna Fly Now” by Bill Conti”.

This professional campaign titled 'Make it to the top' was published in Brazil in October, 2023. It was created for the brand: Itaú Uniclass, by ad agency: This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 7 months ago.


Client: Itaú Unibanco S.A.
Product: Institutional
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
Director: Vellas
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

Courtesy of Metro-Goldwyn-Mayer Studios Inc.


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