Historical series Itaú partners with architect Maurício Arruda for a new home loan campaign
August 22, 2022 – Itaú Unibanco has just launched a new campaign that seeks to portray what the client would like to see or be inspired by when looking for a new home or to get their plans off the drawing board. To do this, the bank invited the architect, designer and presenter Maurício Arruda to design three environments that will permeate the entire creative line and visual identity of the campaign for Itaú’s home loan and secured credit products.
The projects resulted in a great shooting that goes beyond a usual creative concept, allowing the bank to work the brand and the product with countless angles and approaches. Idealized by the agency GALERIA.ag, all the communication pieces about the credit lines will be made from these environments, which will have a strong presence in social media and YouTube.
“The new identity of our Mortgage Loans was based on inspiration. More than a new creation, we sought to understand what the customer seeks and desires when realizing the dream of conquering his new home and translate this into elements that generate identification and proximity. As for the Credit with Property as Collateral, we wanted to highlight the advantages of opting for an advantageous and intelligent credit solution, which can be used in any way the customer needs, whether to realize a dream, get a plan off the drawing board, or even organize his or her financial life. And to help us in this challenge of creating a more humanized visual identity and create this connection with our client, it was very important to have the endorsement of Maurício, who, besides speaking with authority on the subject, has an entrepreneurial profile and adds value to Itaú’s proposal,” says Márcio Freire, Marketing Superintendent at Itaú Unibanco.
The environments represent the products’ arguments, portrayed in two rooms and an office, which will serve as the backdrop for the bank’s advertising pieces in this segment. “Designing all the environments of the campaign was a challenge as pleasurable as presenting a campaign that talks about making the dream of having a house with your own face come true,” says Maurício Arruda.
Silvio Amorim, creative director of GALERIA.ag, comments: “to talk about Crédito Imobiliário and CGI Itaú, we looked at the type of content about real estate that is most consumed on social networks: decoration, design, photos and videos with inspiration for the house you always wanted. We invited Maurício Arruda to create exclusive, Instagrammable environments. Thus, the campaign serves as an incentive for people to look for the property of their dreams and, by making use of one of Itaú’s credit options, these dreams can become reality.”