Bradesco and Publicis Brazil Present: "In 2020, Shine in your own way"

Dec. 14, 2019

This is the motto of Bradesco's end of the year campaign, wishing for a more inclusive world, where people can respect the differences. Created by Publicis and produced by Zombie Studio, the short film continues the fable of the fireflies that thrilled Brazilians a year ago and was awarded at Cannes Lions and many other festivals.

The new film stars Luna, a firefly that does not light up and suffers for being different. Throughout the film, however, she gets the support of Vitinho, a boy with Down syndrome who helps her become a heroine, saving a group of fireflies that had been caught.

The commercial is driven by Mariah Carey's song Hero, performed by Brazilian singer and songwriter Ráae. From the briefing until its premiere, it took six months of work to bring the movie to life. To create the character Vitinho with maximum fidelity, the creative and production teams involved in the campaign were supported by medical specialists from the Center for Clinical Studies and Research (CEPEC-SP) and parents of children with Down. Physical and emotional characteristics as well as reactions, movements and expressions have been tirelessly studied to bring the character to life. The care around the film can also be seen in the reproduction of the scenes and in the construction of other characters, all thought to reflect the diversity, culture, architecture and Brazillian typical vegetation.

Another curiosity is that the characters of the first film also appear in this story. Among them, the firefly Lucio who in the commercial released in late 2018 leaves the countryside to try to shine in the big city. In a metalanguage exercise, the commercial also brings references to the bank itself, with the subtle presence of a Bradesco branch and of several mascots that helped to build the brand's history.

The campaign also features pieces of OOH, digital and printed pieces.