POBJ

POBJ is one of Bradesco's biggest annual corporate events, with more than 25 editions recognizing the bank's top-performing professionals and managers. This edition needed to speak to a high-performing internal audience, people who live the bank's culture every day, while also honoring the 70th anniversary of Fundação Bradesco.

POBJ works almost like the bank's own Oscars, the ultimate stage for prestige and internal recognition. If the previous edition had revealed what's essential to Bradesco's culture, this moment called for celebrating the shine of the people who live and move that culture in practice.

We built the creative territory "From Essence to Shine," connecting three layers: the legacy of the Foundation's 70 years, the living present of the "SOU BRADESCO" movement, and POBJ itself as the stage where that culture becomes spectacle and emotion. The word "SOU" (I AM) became the thread running through everything: affirmation, presence, identity, and the collective pride of belonging.

Full creative concept for the gala event, connecting the bank's founding history to today's living culture, highlighting the stories of award-winning employees who came up through Fundação Bradesco itself before standing out within the organization, a direct symbol of the connection between education, opportunity, and career path.

POBJ remains one of the most relevant events on Bradesco's calendar, and this edition carried extra meaning by marking the Foundation's 70th anniversary. I've worked on this project three times now, which deepened my understanding of building large-scale corporate culture narratives and sustaining a long-term relationship of trust with the client.