As a country passionate about football, Brazil had been waiting for a long time to host the biggest event of all: the world cup. As the company I was working for was the sponsor of the Brazilian national team and also locally for the event, we started planning everything 2 years before it happened. A massive commitment from the team to make not only a good piece of advertising (an extensive list of efforts), but also to celebrate and mark the moment we’re so waiting for.
But there is life beyond that. Our lives. Our customers lives (and their relationship with the bank). The country’s life. And all these contexts combined made me realize that the world cup meant nothing to me. I do believe that everything was supposed to be done, it’s how it works, no doubt. But that specific period of time punched me in the face and triggered in me a series of internal questions which resulted in a very simple and paradoxically complex conclusion: we had bigger things to deal with.
In the end of the day, there is no piece of advertising in the world that will matter more than a (obsessively) focused customer service.