May
06
Three Examples Why Itau’s Creative Cred Is Changing the Game
Posted in: Uncategorized
The 12th Player
In TV spots created by Africa, Brazil is transformed into a giant stadium that welcomes the world, and Brazilians travel to the games from all over the country by road, river and hot-air balloon. The latest video introduces Itau’s World Cup anthem for Brazil’s fans, sung by famous musicians in karaoke style with the words on the screen, so all can learn the lyrics and sing along. In the first few weeks, more than 10 million people did. Mr. Chacon, who will attend 20 World Cup games, says, “Our campaign invites people to come on the field, be the 12th player.” Coming up: Fans will be able to hover their iPad over a print ad by DM9 DDB and see classic goals from past World Cups.
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