Itaú is the sponsor of the first bike-share program in Brazil and offered Brazilians a new way to commute. After thousands of free rides, the bikes needed special attention.
The bank decided to come up with a brand new model. And, in a country ruled by cars, we created a TV spot that borrows a page from auto companies to put cycling on a pedestal.
My role: Art Director
Copywriter: Ana Paula Riotto Marques
Creative Directors: Jeff Rocha & Otavio Schiavon
Agency: Africa DDB
