Drawings Come to Life in Bradesco Seguros Insurance's Charming Holiday Spot

The Bradesco Seguros Group, the largest insurance conglomerate in Latin America, presents its new holiday campaign, entitled 'The Discovery.' which provides a touching reflection on the role of friendship and human connection. Created by AlmapBBDO, the film follows the story of a shy little girl who finds a magic pencil. She starts drawing beings that come to life, and start keeping her – and others – company. The narrative illustrates, symbolically, how caring and empathy can transform lives.

The campaign reinforces the company’s stance as a partner who’s always there, through an emotional, accessible, and intimate approach, set to James Taylor’s iconic 'You’ve Got a Friend.' The soundtrack is an eloquent testament to the inspirational power of friendship, and serves to show the audience that togetherness and love are at its heart. The song, a onetime #1 on the Billboard Hot 100, remains a hit to this day.

“We believe that humanised campaigns have the power to genuinely move people, with a light touch. ‘The Discovery’ is an invitation to reflect on the importance of empathy and friendship, and on being present in other people’s lives, which the Bradesco Seguros Group strives to do every day with our clients. We want the film to touch people’s hearts; we hope people identify with the film and share it around as a caring gesture at this special time of year,” says Alexandre Nogueira, director of marketing at the Bradesco Seguros Group. “As we’ve said in our recent campaigns, insurance is a friend who’s got your back in uncertain times.”

Bringing the film’s characters, settings, and playful, vivid visuals to life was a complex endeavour, and the result is a piece that combines technical innovation and emotional sensitivity. The campaign will be screened nationally across a variety of media, including all major communications channels, focusing on reach and strengthening brand perception.