Metaphors

In short, Neve is the biggest toilet paper brand in Brazil and, through the last decades, it has always been the leader of the category and supported by a great historic of funny (but classy) ads - most of them, starred by Alfredo – a reliable and confident butler character that always saves the day bringing Neve’s paper to the consumer whenever they need it. In its most recent chapter of innovation, Neve was the first brand to launch fresh wipes in the Brazilian market. For iris, the challenge was how to explain the utility and subtle differences of this new product and hygiene habit since we can’t reeeeeally show how it works… at least not before watershed. The guys at iris Sao Paulo made a “product demonstration film” with a twist: a storyline in which we showed the intimate hygiene process through a series of metaphors. And, because the film was based on a very visual language (LOL), it also became a universal message, working without sound or language barriers. Title: Metaphors Agency: iris São Paulo Product: Neve Client: Kimberly-Clark Creative Director: David Levy Copywriter: Flávio Particelli Art Director: Thais Barcellos Account Team: Davi Cury and Andressa Fukunaga Planner: Cacau Lima Media: Jorge Meletti and Natalia Silvestre B.I: Cezar Gomez Film Producer: Joy03 Film Director: Fabio Maczka Audio Producer: Nanuk Client approval: Henrique Melo, Natalia Gadioli, Guilherme Ayres, Luiz Fernando Zanuto, Fernanda Belfort and Fernanda Hermanny