WG, Workshop de Gerentes, is Bradesco's biggest internal event and, in the framing of Aberje, Brazil's corporate communication association, the largest corporate event in Latin America. Running annually since 2014, it brings roughly 12,000 managers from the Retail, Prime and Private Bank segments across Brazil together for the year's kickoff: strategy, celebration, positioning, live sessions. The 2021 edition ran under the theme 100% cliente.
That year they couldn't gather, and the calendar didn't move. The brief wasn't a livestream. It was the whole event, digitally, with everything that makes WG feel like WG, built so people showed up the way they would in a hotel ballroom. It ran as 13 immersive days, broadcast from purpose-built studios at Bradesco's Cidade de Deus headquarters in Osasco, and secure enough to serve login-gated content for a national bank.
I'd moved to X.Lab, TV1's digital branch, by then. TV1 brought me back to art-direct WG because the project needed both things at once: a brand system held at event scale, and digital experiences that would run on real logins for real users.
"O WG é, sem dúvida, o evento mais emblemático para a Organização. Reconstruí-lo para o formato remoto exigiu muito mais do que a simples adaptação para o digital. Precisamos reinventá-lo por completo." Márcio Parizotto · Diretor de Marketing, Bradesco
The core bet was personalization. Each audience tier got its own portal, register and set of experiences, so the event felt made for you rather than broadcast at you. The portals weren't cosmetic variants. They were how we segmented the experience by who you were.
Underneath, they doubled as a data layer. What people registered as and engaged with fed back as targeted content and livestreams, so the event could respond to the room as it filled instead of running to a fixed script.
The hardest part was human: finding as many ways as possible for thousands of managers at home to engage and collaborate. Less streaming the event, more giving people somewhere to be together.
WG was built as a content platform, not a page. Three systems ran together: a live broadcast layer for the plenaries and sessions, immersive experiences (the WG Stations) entered straight in a browser, and a gamification layer, WG points, running through all of it. Every screen was somewhere to watch, earn or explore.
The spatial parts of the event became the WG Village: a navigable 3D world with nothing to download. A hub map opened onto themed stations, Clienteverso, Brilhosfera, Jornada da Vida, each worth points to explore. The parts of an event you can't flatten, rebuilt as a place.
The whole thing sat on a lightweight component library, desktop and mobile, built just for WG. Not a full design system in the enterprise sense, but the smallest kit that could hold every portal, interactive beat and 360° environment under one brand. Quick to build, disciplined enough to survive a national bank's login-gated production.
WG21 ran across 13 immersive days for roughly 12,000 managers. Sessions ran, the recognition moments landed, the WG Village got walked through. For an event this size to move online in a matter of months and not feel like a downgrade was the outcome that mattered internally.
The clearest proof came the next cycle. Bradesco didn't just repeat the digital format, it scaled it: WG22 opened beyond managers to over 56,000 employees, added features like Conexão 22 (games and quizzes redeemable for Livelo rewards) and Bplay (a live content channel tied to @wgbradesco), and Aberje named it the largest corporate event in Latin America. Anyone can ship an event once during a pandemic; only a format that worked gets expanded four-fold the year after.
Client · Bradesco
Agency · TV1, 2021
Art direction & digital experience design · Davi Serrano
Sources · Aberje (Brazilian Association of Corporate Communication)