Creative Gallery on Sustainability Communications


"Sustainability" For Banco Real ABN/AMRO
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Based on the principle of sustainable development, first presented in the report “Our Common Future”, published in 1987, Real Bank adopted Sustainability as a directive that permeates the bank’s business strategy since 1998.


The main objective was to create empathy and the desire to become a Real Bank Client in College Students. The strategy was to use the Bank’s sustainability philosophy, which is very similar to that of college students, in a language that they could relate to.


Today, one tenth of college students in Brazil, has an account with Real Bank, and the bank has the objective of maintaining a long term relationship with these clients, always emphasizing the compromise with sustainability.

Original Title"Real Universitário - Sustentabilidade"
AgencyOgilvy One
CitySao Paulo
AdvertiserBanco Real ABN/AMRO
Sustainability Themes Consumption Patterns, Finance
Date of First Publication 10/08/2006
Country of ProductionBrazil
Taglinemaking more possible
Original TaglineFazendo mais que o possível
Account Director: Andréa  Tornovsky
Account Executive: Elaine Thompson
Photographer: Fabio Mendonça