PARIS 2024
In 2024, XP teamed up with top athletes from Team Brazil in pursuit of the best performance at the Paris Olympics.
To boost XP's brand solidity and the value of national sports, we launched a campaign inspired by the iconic locks of the Pont des Arts, stating that we’re ‘locked in’ with our athletes. It’s a Brazilian way of expressing that we support them.
During the 15 days of the games, we ran an active war room to create content that connects XP's values with sports, providing complete real-time coverage for all social media platforms.
I served a ACD for a multidisciplinary team of over 20 creative professionals, including motion designers, copywriters, and art directors. As the lead creative, I was responsible for overseeing and guiding the team during the coverage of the 2024 Olympics, ensuring high-quality, impactful content that resonated across platforms.
The content explores both the XP universe and the world of sports, always connecting products and services with lifestyle and the values of sports through influencers, athletes, and investment advisors.
Highlights XP / PARIS 2024
309 POSTS
+301%
1.43M
ENGAJEMENT
+25%
25M REACH
+106%
16.85M
TOTAL VIEWS
According to multiple studies, 50% of professional professional athletes go bankrupt within a few years of retirement. This percentage rises to 60% among NBA players and 70% in the NFL.
To change this reality, we created ELITE TEAM XP, reinforcing our commitment to transforming Brazilian sports by becoming the first official investment advisory firm for Team Brazil’s elite athletes.
To promote this initiative, we developed a film featuring both athletes and investment advisors, drawing a parallel between the "elite of Brazilian sports and the elite of financial advisory."
On social media, a web series brings XP advisors together with Team Brazil athletes, highlighting the importance of a strong support network when making financial decisions.
