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Banco de Chile: Miners

Banco de Chile is Chile's largest bank and a true 'national brand'. It's been around for 120 years. It's everywhere, in every city, every little town or village and an important part of Chilean life. People, companies and institutions have an account or commercial relationship with the bank. As a national brand, Banco de Chile supports all the important 'causes' that unite Chileans and bring out the best of them. It has been the main sponsor of the Chilean Teleton, main supporter of 'Desafío Levantemos Chile' a NGO that was born after the huge earthquake in 2010. All of this causes, really unite Chileans and bring out the finest of our culture, spirit, land, people, generosity… Following this, Banco de Chile became one of Chile's national football team main sponsors. As a South American country, Chileans love football (soccer) and the popular passion generated by the team is huge. People go crazy, the whole country stops when the team plays, everything is covered in red, and the most important thing of all we all unite, as one, to support our team. Chilean soccer history is not as happy. It is a story of little wins and many losses. We suffer, we struggle, we fear, but we never stop believing and dreaming. This inspired the film. The will to fight against the odds, to defeat death, to succeed and win…just like our miners did in 2010, with the support of a whole country (and the world) that united to bring them back to life. The finest of the Chilean spirit came out in those 70 days. The will to fight, to never give up, until the task was done. This same spirit, of hope and courage will travel in the soil of that mine to the practice ground of our team. Chile is playing the so called 'group of death'. Our miners show everyone that there is no reason to fear death, because death was defeated a long time ago at that mine.

Advertising Agency: Prolam Young & Rubicam, Santiago, Chile
Chief Creative Officers: Alvaro Becker, Francisco Cavada
Head of Art: Emerson Navarrete
Creative Director: Fabrizio Baracco
Copywriters: Samer Zeidan, Ricardo Fontecilla
Art directors: Andrés Echeverría, German Quiroz, Johann Hotz, Diego Riveros
Client Service Director: Claudio Santis
Account Director: Fernanda Monett
Account Supervisor: Cristian Gómez
Account executives: Karina Gil, Mirtha Muñoz
Production house: Fábula
Director: Watta Fernandez
Published: May 2014

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3 comments

davispa's picture
davispa
42 pencils

Hermoso copy.

kleenex's picture
kleenex
26174 pencils

not bad.

The Sad Punk's picture
The Sad Punk
24 pencils

Chileans trying to be Argentineans.

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