New BIA Responses Against Harassment

Agency: Publicis


In 2020, BIA received around 95 thousand messages of offenses and sexual harassment. Although she is not a real woman, the number reveals a reality that women face. In the campaign, developed by Publicis Brazil, the interactions are represented by means voice-overs and projections on walls. Then, the film shows the change in tone of the BIA's responses, taking a strong stand against harassment.
Previously, when the bank's artificial intelligence received some of those attacks, the answer was passive: “I didn't understand, could you repeat it?”, in an attempt to make the customer change the tone of the question. From now on, BIA becomes more direct, stronger, without subservience or passivity. “These words cannot be used with me and anyone else” and “It can be a joke for you. For me, it was violent” are some of the new feedback from the bank's artificial intelligence. The action is in line with UNESCO's “Hey Update My Voice” initiative.

This professional campaign titled 'New BIA Responses Against Harassment' was published in Brazil in April, 2021. It was created for the brand: Bradesco, by ad agency: Publicis. This Integrated medium campaign is related to the Finance industry and contains 1 media asset. It was submitted almost 3 years ago.


Advertising Agency: Publicis Brazil
CEO: Eduardo Lorenzi
CCO: Domenico Massareto
Executive Creative Director: Gustavo Victorino
Creative Directors: Rico Lins, Juliana Utsch
Associate Creative Directors: Bernardo Correa, Rafael Campos
Creatives: Luana Grybosi, Douglas Reis, Gabriela Moura, Rafael Barbosa, Mariella Coimbra, Thales Contri
Content: Claudia Cecília, Aline Botelho, Julia Miranda, Henrique Dantas, Icaro Linconl
Projects and Technology: Márcio Bueno, Renata Carvalho, Daniela Terng
Customer Service: Tatiana Chiari, Marcelo Trivilato, Livia Toledo, Tahnee Riente, Otávio Santos, Daniel Siqueira, Isabella Misko
Planning: Gustavo Leite, Rodrigo Magalhães, Giulia Joau
Media: Mauricio Almeida, Fabiana Rodrigues, Ester Ribeiro, Juliana Coralli, Lais Dalcin, Giovanna Passo, Lidia Rodrigues, Alinne Lopes, Raquel Tavernari, Rivagna Valcaci, Leandro Lessa, Tainah Toledo, Italo Brito, Priscila Santos
Head Production: Renata Sayão
RTVC: Renata Schincariol, Giuliano Springhetti, Léo Alves
Film Production: MAGMA
Direction: Thatiane Almeida
Executive production: Manuel Nogueira
Customer Service: Lili Pulz
Production coordination: Renata Munaretto / Santa API
Director of photography: Pepe Mendes, Milena Seta
Assistant director: Patrícia Jaeger
Production director: Arabi Mesquita, Guilherme Valiengo
Cast Producer: Manu Menezes
Art direction: Poliana Feulo, Nídia Aranha
Costume Designer: Nai Albuquerque
Makeup: Welida
Post Production Coordinator: Time Liquor, Partners in Crime
Editing: Lorrana Souto
Finisher: Jacqueline Lima
Post production: Liquor Media
Colorist: Diogo comum
Audio Production: Supersonica
Music Production: Elga Flanger
Customer Service: Tatiana Nascimento
Executive Production: Marilia Franco
Graphic Production: Eduardo Bueno, Emerson Russo
Revision: Céres Vecchione, Ricardo Milesi
Customer Approval: Márcio Parizotto, Carla Mita, José Maurício Lilla


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