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Immortal High Five: Mariana Sá



Chief creative officer at WMcCann, Mariana Sá, opens up on five Brazilian ads she considers immortal...

Immortal High Five: Mariana Sá
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'

Agency: AlmapBBDO

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'

Agency: DM9

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'

Agency: Ogilvy

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'

Agency: WMcCann

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.

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WMcCann, Fri, 02 Jul 2021 09:40:50 GMT