Itau Uniclass Launches new Positioning and Brings Together Sylvester Stallone and Marcos Mion to Star Campaign

Oct. 06, 2023

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 GALERIA.ag, 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".

Eduardo Tracanella, Itaú Unibanco’s CMO said:

"The brand Itaú Uniclass is very strong and has built, over time, a deep identification with our clients. With the development of our value proposition, the opportunity of telling an awe-inspiring and contemporaneous story about the new Itaú Uniclass became crystal clear. We live in a time with no spare time, too much work, too much information. To make the news widespread over our clients and the market, we bet on the formula that has always guided our best communication moments: the strength of a good idea and creativity combined with the courage to go for it and make it work. Throughout my career, I’ve learnt that when we are relevant and able to share something valuable with our clients, nothing can beat a good story told in a unique way. The launch of Itaú Uniclass is and will be one more beautiful chapter in this journey."

 

Rafael Urenha, Chief Creative Officer and founding partner at GALERIA.ag said:

"The campaign made for Itaú Uniclass is about the bank that has always been side by side with its clients in their growth journey. The key symbol is the staircase, whose steps represent the achievements throughout life. In this analogy, we hired the actor, Silvester Stallone, who immortalized the American boxer character that always kept moving forward, no matter what. Next to him is Marcos Mion, his big fan, who is being featured in a more human and intimate approach, reflecting the bank’s commitment to support its clients’ journey."

 

The campaign includes films for Open and Pay-Tv, outdoor media, opening sequences in football matches and in prime-time soap-operas, as well as digital strategy and product placement on Caldeirão do Mion. The campaign will also delivery OOH special pieces, designed by Vitrine, GALERIA.ag’s business hub specialized in outdoor media. They will unleash all their creativity to display the campaign’s symbol (the stairs) in ludic and immersive perspectives. Other initiatives such as interactive boards, street furniture and sensorial projections, will provide an in-depth experience with the segment.   

Marcos Mion emphasizes his feelings about staring the campaign next to his idol:

“It’s extremely hard to put into words the feeling this campaign has evoked on me. From its conception to the moment I saw the result, the raising emotion brings me to tears every time I watch it. There are so many layers involved. Brazil’s biggest bank, Itaú, launching such a strong segment as Itaú Uniclass based on my life story, on the steps I’ve climbed and on those I still aim to reach, is already an honor and a recognition completely out of reality. So, when they decided to bring in my biggest reference of resilience, victory and overcoming, which is one of the most iconic characters played by Stallone, the song, the staircase… it is just unbelievable. Having Stallone himself pushing me to keep going until I ‘make it to the top’ is something that, if you had told me three months ago, I would laugh out loud because it would sound impossible. But the brilliance of Rafael Urenha, the campaign’s creator, was to connect all the dots and show to all Itaú Uniclass’s clients, through me, that even impossible dreams can be fulfilled. The film is precisely about that! It is so straight to the point and shows all clients that Itaú Uniclass is the perfect bank to be your partner and walk side-by-side to help you ‘make it to the top’, wherever your top is.”