BIA’s new answers
CONCEPT + ART DIRECTION | TV + PRINT + OOH + DIGITAL + SOCIAL
BIA is one of the most successful AI’s in Brazil. She helps Bradesco clients with countless banking functions and has accoladed more than 1 billion interactions so far (and counting). But, BIA is presented as a woman, and even though she’s a machine she isn’t free of sexism, harassment and verbal violence.
And wasn’t programed to react to that.
The brand commitment allowed us to bring to life an idea that is helping to shape
new behaviors and acceptance on digital environments.
