Creative Gallery on Sustainability Communications


"Senior Talents Campaign" For Banco Real ABN/AMRO
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To celebrate the International Year of Older Persons in 1999, Banco Real instituted its Banco Real Senior Talents Contest. More than a contest, Senior Talents was created to encourage the artistic participation of people of 60 years of age or more, in addition to promoting greater awareness of this demographic in society in general. By facilitating the inclusion of senior citizens, the Contest came to represent the differentiated positioning of Banco Real by means of values like respect and equal opportunity for all. Within a short time, the Banco Real Senior Talents Contest has earned an outstanding position within the Brazilian scenario. Throughout eight editions, all over Brazil, thousands of people have participated in the Contest in order to achieve an audience for their art and a more profound discussion of the challenges confronted by seniors. Presently, the contest includes 6 categories: Literature (Short Story and Poetry), Fine Arts, Vocal Music and Story Telling (which began with great success last year), exclusively for people of 60 years of age or more. The categories Essay and Exemplary Programs, intended to discuss subjects related to the daily life of seniors and to announce concrete actions to benefit them, are open to all ages.


The goal of the Banco Real Senior Talents Contest campaign is to encourage the participation of people of 60 years of age or more in one of the existing categories. Through examples of people who have already participated or are participating, the Contest communication approaches the subject enthusiastically and encourages the self-esteem of all seniors involved. Banco Real’s goal is strictly institutional hence it involves only the open and free participation of both clients and non-clients in the Contest.


In these 8 editions of the Contest, more than 140 thousand people have registered and participated by submitting their work. The awards are presented at a ceremony bringing together the 30 winners in all 6 categories. The Contest reinforces the image of the Bank as the sponsor of actions of social importance.

Title"Senior Talents Campaign"
Original Title"Talentos da Maturidade"
CitySao Paulo
AdvertiserBanco Real ABN/AMRO
Sustainability Themes Education & Awareness, Ethical Business & CSR
Date of First Publication 01/04/2006
Country of ProductionBrazil
TaglineEnjoy the freedom maturity gives you.
Original TaglineAproveite a liberdade que a maturidade lhe dá
Length30 seconds
Account Director: Paulo  Celso freitas
Account Executive: Nicole  Fialdini
Art Director: Cássio  Moron
Creative Director: João  Livi
Director: Cristiano  Metri
Editor: Rodrigo  Bergel
Photographer: Cássio  Vasconcellos
Production Company Producer: Maria  Herminia ,  Tato  Freire
Production House: Gorila  Filmes