Immortal High Five: Mariana Sá
Chief creative officer at WMcCann, Mariana Sá, opens up on five Brazilian ads she considers immortal...
When LBB asked me to choose the five best campaigns in Brazil of all time, it was quite a choice, as we have made many impactful works over the decades. That's why I selected some cases that changed people's behaviours, including incorporating slogans as phrases from Brazilian daily life...
Havaïanas - 'Everybody Wears Them' / 'Todo Mundo Usa'
The campaign is one of the best cases of brand rebranding, which transformed a product previously linked to the poorer classes into a desire for consumption by celebrities and, consequently, by their fans.
Brastemp - 'It's Not Like a Brastemp' / 'Não é Assim Uma Brastemp'
Agency: Talent Marcel
The campaign pieces exalt the quality of the brand's products, always using 'It's not like a Brastemp' to exemplify something that it is not so excellent in different daily situations. The campaign was so striking that it became a very popular phrase in Brazil.
Parmalat - 'Mammals' / 'Mamíferos'
As another successful rebranding case. Parmalat's campaign showcases children dressed as animals and transforms products into objects of desire - collectible plush toys exchanged for brand packaging.
Dove - 'Real Beauty Sketches' / 'Retratos Da Real Beleza'
This documentary, recorded by Paranoid US, addresses discrepancies in portraits made by a forensic artist, guided by the testimony of the women portrayed and others, showing that they describe themselves as less beautiful than they really are.
Coca-Cola x Globo TV - 'Black Santa' / 'Papai Noel Negro'
An unprecedented initiative to present the first black Santa Claus on Brazilian TV in a Coca-Cola branded content on TV Globo's Christmas special. Advertising focused on racial equity and representativeness of the mostly black population in Brazil.