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The Black Festival of Cannes, the world’s most important festival of creativity, takes place next week, from June 20-24 in France.
Each year, Brazilian advertising agencies and brands present their campaigns in 29 categories of the event – which, this year, brought together 290 judges from around the world to select the best advertising actions.
Last year, 1,472 Brazilian businesses participated in the trial. The festival organization has not yet revealed how many Brazilian campaigns are participating in this edition. Brazil is usually the third country in terms of number of subscribers, after only the United States and the United Kingdom.
In 2021, the Brazilian agencies won 71 trophies: 3 grand prizes (the largest prize in the festival, distributed in each category), 14 gold, 20 silver and 34 bronze lions.
a UOL Media and Marketing She spoke to experts and picked five favorite Brazilian campaigns to bring in “the lions,” as the festival awards are known. paying off:
“The Uniform That Never Was,” by TracyLocke, for Centauro
Centauro campaign honors Ida dos Santos, the only woman in the Brazilian delegation to the 1964 Tokyo Olympics. Aida, who finished fourth in the high jump at those Olympicsshe competed without a coach and without a uniform – at the games, she wore a uniform borrowed from football from Botafogo. In an effort to fix the historical error, the brand was created “The outfit that wasn’t”Custom designed by designer Carol Barretto. The campaign has already been announced among the finalists in the Glass category, which highlights work that advances gender equality.
“Sustainable Advertising”, by Publicis Brasil, for Heineken
To promote the concept of sustainability, Heineken has purchased one of the most expensive spaces on Brazilian TV Showcase your brand for a moment And after a while, leave the screen completely black for more than 30 seconds. In the narration, the ad highlighted that the company’s breweries use renewable energy, inviting the viewer to sign up with the QR code displayed on the screen. It is estimated that once electricity was “plugged” into millions of homes during the airing of the commercial, enough power was supplied to supply a city of nearly 60,000 residents for a few hours.
“The New Iconic Kisses”, by Gotte São Paulo, by Mercado Liveri
Mercado Livre, a sponsor of the LGBTQIA + Pride Parade in São Paulo, launched the campaign last year “The New Special Kisses”led by Movie He recreates pop culture-inspired kisses, but with gays, lesbians, and other diverse couples as heroes, encourages audiences to normalize the idea of ”prejudicial love.”
“Le de Magallou” by Ogilvy Brasil for Luisa Magazine
The biggest virtual influencer in the world isn’t Barbie or Mickey – but a Brazilian: Lou from Magalu. The builder of the creator, who has over 30 million followers, was told in issue Created by Ogilvy for Luiza Magazine, which shows a project path that has gone far beyond the brand’s mantra and has become a poster girl for other brands, such as Adidas and Red Bull and has been represented in real clips by artists like Anita Walk.
“Impossible Combo” by David São Paulo on Burger King
in “Impossible Combo”Burger King assumed McDonald’s fries were better – but the perfect combo would bring whopper with them. In partnership with Rappi, they offered the package for delivery, ensuring that delivery staff would take it to anyone who orders “the best burger, the best fries,” even if it’s from different restaurants. Granny forces Méqui to remove her stores from Rappi to finish the game.
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