Cannes Lions
DRUID CREATIVE GAMING, São Paulo / ITAU / 2022
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Background
Itaú Bank had always been the super-traditional bank that wasn't living it's best time in terms of popularity and talkability, mostly within the younger generations. Besides the challenge to enter into the gaming community, Itaú wanted to be accepted by them in an authentic and proprietary way, standing out from the competitors and being truly relevant. The most important objective was to be seen not as a mere sponsor, but as a real partner.
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