Forging your own path doesn't mean walking alone. With this powerful message, LATAM-based Bradesco Private Bank announces its new campaign, focused on high-income customers.  

The video shows a baby learning to walk, following in the footsteps of an adult. At every new stage in life – discovering a new sport, learning to swim, going on trips – the young man always follows the path that's laid out for him. In the end, now as an adult, there are no predefined paths, and he continues on, forging his own path. The campaign was created by Leo Burnett Tailor Made in Brazil.

"The video broaches the subject of succession and emphasizes the value proposition of Wealth Management, which is to have the customer as the protagonist in his own journey, but always relying on the support of the Private Bank and its personalized solutions," explains Márcio Parizotto, Bradesco's marketing director.

The campaign's communication is both moving and inspiring, and has its own sophisticated language and visual identity, in line with Bradesco Private Bank's differentiating aspects.

"This campaign talks to audiences of different age groups, showing that they can rely on the bank for all the support and advice they need at any stage in their lives. The idea is to portray the building of relationships over time, not just with our current customers, but with their future generations," says Vinicius Stanzione, creative director at Leo Burnett Tailor Made.

The campaign will have assets for pay TV, digital and print media, social networks, and OOH.