ITKF leaders project the future of the sport in institutional vídeo

In order to broaden the focus of the sport to enhance the brand and add value to the image of the institution, the video reveals part of the actions in progress for the upcoming years

Budo for Life
April 31, 2021
By PAULO PINTO
Curitiba (PR)

In mid-January, Gilberto Gaertner, chairman of the International Traditional Karate Federation (ITKF), asked his communication team to produce the first institutional video for ITKF. The content should express the entity’s proposals for the next decades.

After concluding the work, Luiz Alberto Küster, ITKF’s general secretary, announced that the production portrays exactly what the entity’s executive committee foresees in the short and medium terms for the sport.

“The video represents our inner strength and the commitment that ITKF maintains to promote Budo for Life, an important principle that traditional karate preaches on a global level”, he claimed.

Gilberto Gaertner, ITKF’s chairman © Budopress

In the view of the ITKF chairman, an institutional video is an important tool to promote an institution, brand, service or product. In other words, it seeks specifically to enhance a brand and add values to its image, being part of the main communication and marketing actions of an organization.

“An institutional video is one of the most established communication tools, whether it is to present the company or to promote products and services or increase sales. This is because, in addition to publicizing a business, the institutional video generates credibility and authority for the brand”, emphasized Gaertner.

“In addition to promote traditional karate, the primary purpose of our worldwide organization, we want to add value to the principle of Budo for Life,” added the leader.

An important detail in the production is that the scenes were recorded in a dark environment, creating stronger effects and striking images under the effect of light and shadow. Küster explains that this wasn’t done by chance: there’s a whole symbology involved.

Luiz Alberto Küster, ITKF’s secretary-general © Budopress

“In fact, the reason why our video was produced in a dark environment has a very revealing symbology. The exhaustive practice of martial arts brings forth light and strength within each practitioner.”

The decision to include a karateka in the production reiterates the organization’s full support to the expressive group of women who practice traditional karate worldwide. “They are increasingly playing important roles in our organization, whether in terms of teaching, promotion or management,” said Gilberto Gaertner.

Leonardo Neves, the communication and marketing advisor of ITKF, revealed that, when the idea of the institutional video came up, the team tried to built something strong, something that could show how great is the Traditional Karate.

“The marketing and innovation teams worked together with the Video Producer (Intense Dove Film) and this team  work was essential for the construction of the video. The concept for a video in a dark place was to show the mystery that karate brings in each training. When you train karate, you always turn on the light in a place you never stepped before and, as time passes by, you bring knowledge to yourself”.