The best in the world is from here
Rio Grande do Sul is a Brazilian state proud of its gaucho culture. So when a pitch for Polar Beer (AB InBev) came along, we delved deep to celebrate the noble, brave and mischievously rebellious spirit of the region. Using the famous crafty and unruly humour, colloquial language and curious gauchesque facts to inspire the campaign.
We obviously hit the right note, because we won the pitch and won over our audience. Soon after launch, all channels were enthusiastically filled with consumer generated content, which was then embraced to create authentic new comms including an anthem, posters, a roadtrip along the coast and a book called "1002 things to do in our state before you die".
Results: Although the campaign was published only in 1 of the 23 Brazilian states, Polar made the Trending Topics Brazil twice/ More than 1.8 million content views on the fanpage /The brand posts were shared 134,000 times from the website/More than 4 millions posts/tweets were generated by the audience.
Bah! - Bah it is the most famous expression of the entire state. It is a slang to use in any way. To express positive or negative feelings. The way that is talked will be the way to understand the feeling. Bah. The most polyvalent expression in the world is from here. Polar. The best in the world is from here.
Cheers! - The guys were playing about the intensity of the cheers that they were doing. The most powerful cheers in the world is from here. Polar. The best in the world is from here.
Nacional (a Walmart brand) is a supermarket chain focused on high-class consumers.
To launch a new store in a premium shopping centre, an address recognized for having the best fashion brands in the city, we created a catalog that brought a fashion touch to the new supermarket. Top photographers, models and producers invaded the aisles of the store to create a catalog that mixed fashion and products.
The text describing the clothes the models were wearing also described the products for sale in store.
Print campaign for Nacional supermarket (Walmart brand) emphasising the influence of immigrant culture in the contemporary Brazilian gastronomy. Different events and promo in store with Chefs and products from 14 different countries exploring their ingredients creating new Brazilian dishes.
Ad for special cutlery that can be washed in the dishwasher.
Red Bull give you wings. (Designer)
DAFRA - campaign to launch a new motorcycle brand in Brazil. 3 sequential ads talking about the dealers, customer support, factory and the motorcycle.
FILM - One of the most important presenter from Brazilian TV talks about the dealers, customer support, factory and the motorcycle.
Ads showing that now it was possible to watch MTV by satellite.
#MakeItFair
To mark International Women’s day in the UK we wanted to highlight the unfair domestic disparity where British women still do 70% of all chores in the home, many even when working 30 hours a week. To do this we wanted to display what happens behind closed doors in busy public places, making this everyday occurrence unacceptable when it’s out there in the open. With actors doing chores garnering valuable PR to stir the national conscience, and Fairy’s ‘Make it Fair’ representatives nearby to explain the need to share the load. #makeitfair would also settle the argument once and for all.
