For the first time South America, more specifically
the city of Rio de Janeiro, would host the greatest
sports event in the World: the Olympic Games.
And Bradesco, as a genuinely Brazilian company,
was the first brand to sponsor the coming
of the event to the country. In addition to the Games,
the bank also sponsored and encouraged
the Olympic Torch Relay, the Mascots and Team Brazil.
After 3 years of planning and a lot of work to establish
Bradesco as an important sports sponsor,
it was time to start the game. It was showtime.
With the strategy of using the Brazilians themselves
as protagonists of the communication, we set up
a War Room in Rio de Janeiro with the goal
of delivering content in real time, and of course,
root for Brazil.