Surfing champion Gabriel Medina meets the ultimate icon: Poseidon

Medina dives into the water, swimming among jellyfish and ruins until he finds a towering statue, covered in barnacles. He knocks on his nose and the statue cracks to life, sending light, powerful ripples through the water around him.

It’s impressive the lengths Medina will go just to have some waves to play with. We ourselves would have just waited for the tides to change. Because waking up the Greek god of the sea Poseidon? A risky bet. He’s the reason it took Odysseus 20 years go home.

But Medina trusts his bank enough to guide him through this calculated risk. “When there are challenges ahead, Bradesco is on your side,” he intones happily, stepping out of the wake of Poseidon’s rage just in time.

“Medina & Poseidon” went live on July 19 during a Jornal Nacional broadcast break. It was brought to you by Leo Burnett Tailor Made, with production by Stink and direction by Squarehead. According to the agency’s creative vice president, Vinicius Stanzione, filming took place “almost completely underwater”.

Executive Producer Tico Cruz of Stink elaborates, “Filming was very technical. Both with the underwater film crew and in post-production, the challenge was to recreate the look and feel of the bottom of the sea inside a deep pool As most of the scenes were shot underwater, in addition to health and safety protocols, we had special training in order to understand the dynamics of filming underwater. water and prepare our team.

The music was also carefully chosen. That track is Charlie Brown, Jr.’s “Don’t Let the Sea Swallow You,” which, in addition to giving Medina practical advice after interrupting a god’s millennial slumber, conveys an optimistic message about how to overcome challenges. It’s one of Medina’s favorite songs right now.

“We decided to use the metaphor of surfing, with a flat ocean, to show how important it is for us to take the lead in our own stories,” says Márcio Parizotto, Marketing Director of Bradesco. “We searched for a message of optimism that would inspire people to boldly and proactively pursue their goals. And all of this is personified by Medina, in an advertising fable that features Poseidon and conveys the brand’s commitment to helping its clients to overcome their challenges.”

The “Face the Future” campaign is designed to drive new account openings and emphasizes various services, including loans with a three-month grace period, competitive mortgage interest rates and no fees for one year for new account holders.

The announcement will also be bolstered by the #MedinaDay project, which will engage conversations on Twitter about Medina’s activities with the Olympics and the World Surf League, among other hijinks he’s getting into. Campaign vignettes air on Globo and Sport TV channels throughout the Games, as well as on out-of-home and display media.

Finally, as part of Bradesco’s broader inclusion goals, “Medina & Poseidon” will be streamed with Brazilian Sign Language, subtitles and audio description through its YouTube channel. The bank has done this for all of its advertisements since June 2020, and has also incorporated best practices for using gender-neutral language.

CREDITS

AGENCY: LEO BURNETT CUSTOMIZED
TITLE: POSEIDON
PRODUCT: OPENING NEW ACCOUNTS
ADVERTISER: BRADESCO

CCO: MARCELO REIS
VP CREATIVE: PEDRO UTZERI, VINICIUS STANZIONE, PEDRO PRADO
CREATIVE DIRECTOR: VINICIUS STANZIONE
COPYWRITER: FABIO NAGANO
ARTISTIC DIRECTOR: GABRIEL MARCONDES, BRENO BALBINO
INTEGRATED PRODUCTION DIRECTOR: MARIA FERNANDA MOURA
RTV: LUCIANA KLEY

CLIENT APPROVAL: MÁRCIO PARIZOTTO, NATHALIA GARCIA, JOSÉ MAURÍCIO LILLA, KARINA MEA BOTELHO

FILM PRODUCTION: STUNNING FILMS
DIRECTOR: SQUARE HEAD
DIRECTOR OF PHOTOGRAPHY: MAURICIO PADILHA
ASSISTANT DIRECTOR: JULIANA CRETELLA
UNDERWATER CAMERA OPERATOR: LUCAS PUPO
CABINET: BETINHA MAGALHÉS
MAKEUP/HAIR: FABIANA MIZUKAMI
CASTING PRODUCTION: FLAVIA COCOZZA
LOCAL PRODUCTION: FABRÍCIO MARINHO, SAMUEL CASTRO
PRODUCTION DIRECTOR: MURILLO BASKERVILLE
GENERAL MANAGER: INGRID RASZL
EXECUTIVE PRODUCERS: RENATA DUMONT, CAROLINA JUNQUEIRA, TICO CRUZ, CAMILA MARTINEZ, ANA GAZAL, MARCELA AMSTALDEN
PRODUCTION COORDINATOR: PAULA MACEDO, MARIANA KERCHE, AMANDA GRELL
POST-PRODUCTION COORDINATOR: ROBERTA BRUZADIN, MARCELA ANTUNES
MOUNTING: SQUAREHEAD
POST-PRODUCTION: CAMILA DOIMO
POST-PRODUCTION COMPANY: INVISIBLE WORKS
COLOR CALIBRATION: OSMAR JR.

SOUND PRODUCTION:
MUSIC PRODUCTION: CHRIS JORDAO
SOUND DESIGN AND POST-PRODUCTION: ANDRÉ MELGES, MARCOS MORETTO (SOM 3)
ACCOUNT SERVICES: XANNA D’AGUIAR, KARINA VADASZ, IVIS SILVA

SOUNDTRACK: “Don’t Let the Sea Swallow You” – Charlie Brown Jr.
EDITING: Sony/ATV Music Publishing
RECORDING STUDIO: Universal Music Brasil

DIGITAL PRODUCTION COMPANY: PRODIGIUS

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