On the eve of one of the most anticipated events on the tennis calendar, the Miami Open, Itaú Personnalité announces a masterstroke: the debut of a partnership with Carlos Alcaraz, the global tennis phenomenon. With this strategic move, the bank not only renews its commitment to the tournament for another five years but also allies itself with one of the most promising names in the sport, strengthening its connection with the high-income public.
Carlos Alcaraz for the “Always in Movement” Movement
Carlos Alcaraz, the young talent who reached the top of the world tennis rankings, is now the protagonist of Itaú Personnalité's latest campaign. Under the “Always in Movement” concept, started a year ago to redefine the segment’s positioning, the campaign celebrates the lasting partnership with the athlete.
“As my career advances, it is with great excitement that I announce my collaboration with Itaú, a bank committed to excellence. Itaú's continued support for tennis, including investments in tournaments and social initiatives in Brazil, is deeply inspiring. I look forward to working together and making a difference, starting with this week’s Miami Open.”
Carlos Alcaraz.
The bank and the athlete share values of strategy, attitude and focus, aiming to prepare for the future and exceed customer expectations.
Strategy and Innovation: The Recipe for Success
Eduardo Tracanella, CMO of Itaú Unibanco, highlights the importance of this new chapter for Itaú Personnalité, underlining the segment's commitment to innovation and service excellence. “The high-income segment is one of our strategic priorities. Knowing the demands of this audience, it is crucial that we are always ahead, evolving to meet their new demands and exceed their expectations.”
A Campaign that Promises
Produced by the agency GALERIA.ag, the campaign debuts with an impactful TV film, released during the Jornal Nacional break. The production highlights Alcaraz in action, while his voice highlights the harmony between his skills and the differentiators of Itaú Personnalité, reinforcing the message of preparation and the ideal support team to face any challenge.
Affinity and Lifestyle
Involvement with tennis goes beyond sponsorship, reflecting the lifestyle of Personnalité customers. “Tennis is a sport that resonates strongly with our audience. With our presence at the Miami Open and our partnership with Bia Haddad Maia last year, we seek to strengthen this connection. After all, tennis represents not only high performance but also a lifestyle”, adds Tracanella.
Future Connections
The choice of Alcaraz symbolizes not only the sport's brilliant present but also its promise for the future, aligning with Itaú Unibanco's positioning of being “Made of the Future”. The partnership seeks to go further, creating strong and lasting ties, reflecting a shared commitment to talent and rapprochement with the Latin American public, especially Brazil.
An Exclusive Miami Open Experience
The campaign also marks the renewal of Itaú's master sponsorship of the Miami Open for another five years, promising exclusive benefits to Itaú Personnalité customers, such as special seats, discounts and unique experiences during the event.
In short, the partnership between Itaú Personnalité and Carlos Alcaraz is not just a collaboration between a bank and an athlete, but rather a strategic move that promises to redefine the
future of tennis and the high-income banking experience.
DATASHEET:
Titles: Movement
Duration: 45” e 30”
Client: Itaú Unibanco
Product: Personality
Campaign: Institutional Personality and Miami Open
Agency: GALERIA.ag
CCO: Rafael Urenha
Executive Creative Director: Phil Daijo
Creative Direction: Bruno Zampoli, Mario Cintra and Caio Milanesi
ACD: Caio Lima and Antonio Fernandes
Creation: João Batista and Julia Pimentel, Gabriel Rosatti and Cristal Crocker
Content Strategy Manager: Juliana Romano
Content Strategy: Nathalia Imamura and Gabriella Unger
Head of influence: Karen Bartels
Influence: Natalia Lessa e David Souza
CM: Giovana Tacla
Service: Ana Coutinho, Denise Vieira, Gabriela Mongiat, João Santana, Giovanna Verderosi, Leticia Amorin and Luis Velloso
Customer approval: Eduardo Tracanella, Aline Bozzi, Duda Navarro and Heloísa Dall'Oca
Media: Paulo Ilha, Sofia Raucci, Eric Zanelli, Pedro Santana, Ana Carvalho, Nádia Araújo, Lais Barros, Yasmine Souza, Marcella Gama, Thiago Rodrigues and Rafael Aguirra
Strategy: Carol Mello, Márcio Rodrigues, Douglas Avezum, Isabela Pazzetti, Laura Loh, Isabela Maroccola, Vitória Barros and Ariane Carmo
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Date and Technology: Guido Sarti, Marcelo Azevedo, Patricia Garcia, Geovana Lucena, Edvan Neves and Edgar Ferreira
Projects: Daniel Martins, Marione Oliveira, Joyce Salomão and Vitória Coelho
Graphic and Digital Production Directorate: Marcos Moura
Digital: Gessica Sales and Natassia Santoro
Artbuyer: Bruna Costa
Graphic production: Durval Brum
Finishing Coordination: Paul Felix
Image treatment: Cesar Bonfim
Revision: Teresa Montes
Legal: Rosimeire Brito and Isabelle Versannio
Integrated Production: Ducha Lopes, Fabio Truci, Matheus Thiago, Victória Santos, Ana Ananias and Renata Silva
Film Producer: O2 Films
Direction: Fred Luz and Fernando Meirelles
Head of Executive Production: Flavia Zanini
Executive assistant: Team Fuji
Customer Service Director: Rejane Bicca
Service: Miram Lima and Ivan Caetano
Post Service: Breno Panfili and Carolina Moyses
Photography Direction: Fred Luz
Production director: Miguel Angel Lopez
1st Production Assistant: Gustavo Biolcatti Dos Santos (Gusmão)
Costume Producer: Sabrina Lázaro
Hairdresser and Makeup Artist: China Rodriguez and Carla Cirujeda
Post production: Frame
Head of Post-production and Editing: Wilson Fernandes e Gabriel Mariano
Assembly: Victor Cohen
Assembly Assistant: Guilherme Falotico
Finishing: Gislaine Garcia
Finishing Assistant: Daniel Mariano and André Dos Santos
Motion: Ebson Clarindo
Colorist: Guilherme Ribeiro
Composition: Alexandre Carvalho
Vfx: Nash
Supervisor Vfx: Cirilo Bonazzi
Production: Flavia Gannam
Vfx Artists: André Neumann, Cirilo Bonazzi, Luiz Fernando Tavares Alvez,
Rafael Assoni, Rafael Jimenez and Renata Prado
Conform: Gabriel Bitterncourt
Sound Producer: Evil Twin Music
Creative Director and Music Production: André Faria, Peter Sauces, Murilo
Faria e Peter Sauces
Musical production: Luiz Ortega
Finalization E Sfx: Rafael Vieira, Gustavo Boselli, André D'ávila and Paulo Ribeiro
Executive Production and Service: Juliana Tangary, Manoella Coelho da Fonseca, Letícia Brito and Thais Becker
Imagens Getty
Images provided by Icon Sportswire, Mattew Stockman and Megan Brigss Via Getty Images
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