Meio&Mensagem
Publicidade

Wave Festival

27 A 29 DE MAIO DE 2019 | GRAND HYATT, RIO DE JANEIRO - RJ

PR / Prata

Título: Allied Brands
Categoria: B02. Social Community Building & Management
Agência: F/Nazca Saatchi & Saatchi
Anunciante: AmBev

Sinopse: Durante todo o mês do Orgulho LGBTQ+, a Skol, maior marca de cerveja do Brasil, doou o “L” da sua marca para a causa LGBTQ. Sim, o “L” de Skol virou o “L” de Lésbica. E para “startar“ a ação, convidamos outras grandes marcas para doarem o “G” o “B”, “T” e o “Q”. Foram elas: Burger King, Bis, Trident e Quem disse Berenice, e posteriormente abrimos o convite – com um anúncio de jornal sequencial – para que mais marcas doassem letras e aderissem ao #MARCASALIADAS.

Sinopse em inglês: The biggest beer brand in Brazil, Skol, donated the “l” from its logo and invited four other huge brands and created a movement where each brand donated a letter from their own logo in support of the LGBTQ+ cause. Presenting #allied brands. In total, 16 major Brazilian brands joined forces. 16 allied brands who, altogether, managed to impact more than 80 million people, a growth of 2,600% compared to the previous month, and with more than 90% positive reactions. All allied brands, also made donations for LGBTQ NGOs. The donations will cover the NGOs operating costs for almost 2 years.

A situação: The biggest beer brand in Brazil, Skol, donated the “l” from its logo and invited four other huge brands and created a movement where each brand donated a letter from their own logo in support of the LGBTQ+ cause. Presenting #allied brands. In total, 16 major Brazilian brands joined forces. 16 allied brands who, altogether, managed to impact more than 80 million people, a growth of 2,600% compared to the previous month, and with more than 90% positive reactions. All allied brands, also made donations for LGBTQ NGOs. The donations will cover the NGOs operating costs for almost 2 years.

O objetivo: Skol already used to make money donations and sponsor events – such as the Gay Pride Parade in São Paulo, Brazil – but the client wanted more. They wanted to create a big buzz and call the attention of the whole country during the month of June – LGBTQ+ Pride month. Our biggest challenge was to bring big brands together to support the LGBT cause in the country with the highest LGBTQ murder rate in the world, in other words: a country with much resistance to the topic.

A estratégia: Skol donated the “L” of its brand logo to the LGBTQ cause and invited other big brands to donate the G, the B, the T and the Q and we also later extended the invitation so that other brands would donate letters. It is not easy to position oneself in favor of the cause in such and LGBTphobic country. However, Skol was brave enough and also managed to bring together 16 other brands, using the same visual identity in the social networks, and openly positioning themselves in favor of the cause.

Execução: The campaign began with five big allied brands and the goal was that more brands joined in a spontaneous way, without any pre-negotiated marketing stunt. In total, 50 brands contacted us, intending to join the movement. Out of those, 11 closed the deal, totaling up 16 allied brands.
16 allied brands who, together, managed to impact more than 80 million people, a growth of 2,600% compared with the previous month, and with over 90% positive reactions.

Resultados documentados: The campaign website had 25,000 unique users. According to data collected with the Stilingue tool, the associations of each brand involved + LGBT terms during this period reached the estimated number of 82.7 MM people with a volume of 1,200 mentions. The campaign ended on June 28, 2018. But the movement didn’t. These 16 brands wanted more. Therefore, they are still in permanent contact for future actions in favor of the LGBT cause. And the movement will be open for more and more brands to collaborate, participate and support the LGBTQ+ cause.

Tesis: Produtora de Som

Diretor de criação: Pedro Prado | Rodrigo Castellari

Criação: Rodrigo Adam | Dudu Barcelos | João Viegas

Atendimento: Ricardo Forli | Thiago Iusim | Beatriz Almonacid | Luiz Gama | Aline Pacheco | Rafael Franceschini | Antônio Salgueiro

Mídia: Mauricio Almeida | Fernando Nogueira | Amaury Magalhães | Bruna Guise | Marina Signori | Luiza Oliveira

Planner: Rita Almeida | Danilo Lima | Giovana Orlandeli | Rafael Moura

Conteúdo: Fernanda Fontes | Rafael Venturelli | Gabriela Moura | Nabil Carone | Ana Paula Martinelli

B.I: Diego Mattera | Verônica Zanuzzo

Tecnologia: Jefferson Russo | Tiago Canzian

RTV: Rafael Paes | Elucieli Nascimento | Fernanda Sousa | Victor Alloza

Direção de Cena: Henrique Tupã

Montagem: Henrique Tupã

Motion: Rosana Sallum | Estevão Puggina

Finalização: Rosana Salum

Maestro: Silvio Piesco | Marcos Vaz

Locutor: Charles KingsBury

Aprovação do Cliente: Paula Lindenberg | Maria Fernanda Albuquerque | Daniel Feitoza | Kim de Moraes | Mariana Bier

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