Creative Gallery on Sustainability Communications


"Just the basic" For Banco Real ABN/AMRO
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Brazilian society and the Brazilian market are evolving and demand a new role from banks. They are expected to foment a society which is economically efficient, socially just, politically democratic and environmentally sustainable. Banco Real desires this change and values its role as one of the leaders in this process in the industry and in society as a whole.


To be a Bank that does more than what’s expected from a bank. This sentence sums up the philosophy of Bank Real to be an active agent which transforms the reality of both people and of society. Banco Real has adopted sustainability policies which promote and encourage business where the bank, the client and society benefit. The vision of sustainability permeates the entire institution and plays a substantial role through its commercial positioning and the products it offers. Banco Real’s corporate campaign for 2006 was developed with the goal of translating for people in a clear and objective fashion the vision of the Bank and how it wants to relate to its clients, suppliers, collaborators and with society.


Composed of 4 TV commercials, the campaign called “just the basic” shows how engaged its employees are in building a bank that thinks “beyond the basic” things expected of a bank. The campaign also deals with the “orientation” the bank provides for its clients and the safe credit for their needs, contemplating the future impact this will have on the lives of each and every one involved. The same is true of suppliers, where one of the films shows that the Bank spreads its vision and values by sharing and influencing suppliers to adopt them in their commercial decisions and social responsibility. As a result, Banco Real has increased the association of its image with attributes relevant to relationship and sustainability, making the institution more attractive to both clients and non-clients.

Title"Just the basic"
Original Title"Basicão"
CitySao Paulo
AdvertiserBanco Real ABN/AMRO
Sustainability Themes Consumption Patterns, Sustainable Development, Finance, Ethical Business & CSR, Education & Awareness
Date of First Publication 28/06/1905
Country of ProductionBrazil
Account Director: Paulo  Celso freitas
Account Executive: Nicole  Fialdini
Art Director: Luciane  Vieira
Copywriter: Marcello “droopy”  Almeida
Creative Director: João  Livi
Director: Cao  Hamburger
Production Company Producer: Maria  Herminia ,  Tato  Freire
Production House: O2 filmes