It was an epic pitch. At WMcCann, we won the most important Olympic Sponsorship account ever. More than advertising, it was a cultural movement where BRA (the actual abbreviation for Brazil in sports) was everywhere. The song "Se liga aí" by legend Sergio Mendes, Baby do Brasil and the pop sensation JotaQuest, was specially crafted to be on everybody's minds, hearts and voices. In two years, Bradesco changed its image from a big, dull and red bank, to a pop, friendly and multicoloured brand.