Adventures of Penny; Itau’s Piggy Bank Book
Banco Itau
Issue 36 | September 2015
Agency
DM9DDB
Creative Team
Creative Directors: Marco Versolato, Leo Macias and Zico Farina Art Directors: Paulo Junger and Leo Macias Copywriters: Samir Mesquita, Filipe Medici and Zico Farina
Production Team
Typography: Paulo Junger Photography: Ricardo Barcelos Illustrations: Bruna Assis Graphic Production: Clariana Costa and Nereu Marinho Client Services: Marcelo Passos, Suzana Poli, Marcelo Trivilato and Paula Calabró Production: Cadux.com Studio Scene Director: Cadu Macedo Assistant Director: Ana Carolina Antunes Art Director: Alessandra Cantieri Animation: Maurício Reis RTV: Fabiano Beraldo, Ana Lucia Marques and Juliana Brasileiro Scene Director: Cadu Macedo Audio Producer: Jamute Mock-up: Mockup10 Approved by: Eduardo Tracanella and Juliana Cury
Date
June 2015
Background
The story of a young boy with many dreams who received a present from his father to help him achieve those dreams: a little pig called Penny who loved to swallow coins. This was the story of The Adventures of Tostão: Itaú's Piggy Bank Book, another innovative action from Itaú Unibanco, the largest Latin American bank, that combined financial education with encouraging children to read. The project was created by DM9DDB.
Idea
Written in a light-hearted tone and featuring hand-drawn illustrations, The Adventures of Penny: Itaú's Piggy Bank Book encouraged parents to spend time with their children, reading each page and interacting with the book and coins in a subtle and intelligent way. That's because, starting with the front cover and on every single page, children were encouraged to fill magnetic slots with coins while they followed Penny's story. At the end of the story, Penny's belly, which was already quite full, was emptied out by a banker. Part of the money was put away and the other part was spent on new adventures.
For Eduardo Tracanella, superintendent at Itaú Unibanco, the book offered an experience for the whole family while teaching a concrete lesson. "As a rule, every story we tell our children has something to teach them. With The Adventures of Penny, our goal is to create a fun experience that parents can share with their children that will also spark a conversation about value, the importance of saving and how efforts lead to accomplishments, in a way that isn't pretentious."
"It's a different way of addressing the topic of financial education and for us, it's a test, still limited in scope, but one that will serve to gage future projects using fun content and not strictly based on the conventional ways brands speak to their clients," adds the executive.
"Creating an action with such a special target audience as children is really an enormous challenge. We were able to come up with a novel way of approaching them while talking about an important topic that is essential to Itaú, but using a tone that's contemporary and very appropriate for the audience," note creative directors Leo Macias and Zico Farina.
Results
none