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CLIENT perdigÃO • AGENCY DM9 DDB, 2O18 • ROLE CREATIVE / digital ART DIRECTOR
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An epic FIFA World Cup (non-FIFA World Cup) campaign.

The year is 2018, Brazil fans are still suffering 4 years after being knocked out by Germany. The client is Perdigão, one of the largest food producers in the world but not an official sponsor of the tournament. The briefing… well, bring back that “spark” to the crowd and connect the brand with what Brazilians love most: soccer and barbecue. So, the insight was to turn Perdigão into the “Official sponsor of the Brazil fans”.

it all started with a video on digital platforms.

Crossing the country

Marco Luque, a famous Brazilian comedian, traveled across the country in a mission: warming up the crowd and lighting all barbecue grills.

A WEB SERIES WITH 5 EPISODES PRESENTED THE PRODUCTS.

Working with the YouTube’s ‘Tease, Amplify, Echo’ model, we created Bumpers and longer form videos (TrueView) together for incremental reach and brand impact. The episodes followed the Brazil team from the qualifiers until the first game.

The barbecue grill

We designed and produced a unique barbecue grill that became an object of desire. On Social Media, by emails and even at the Customer Service Center, people started asking Perdigão to sell the grill.

End of first half.
MORE THAN 20 DYNAMIC TVC ADS TAKE THE FIELD IN THE HALFTIME BREAK.

The films were conceived in a digital way. That is, they took into account the context of the match that was being broadcast live. For example: a film for the first victory, a film when Brazil reached the next round or even a penalty in the game.

Social (delicious) media

Also at halftime but on the second screen, we presented authentic Brazilian snack recipes with Perdigão products.

making-of

• • • AGENCY CREDITS • • •

AGENCY: DM9 DDB • CLIENT: PERDIGão • co-chair: PAULO COELHO and Marcio Oliveira • VP Executive Creative: arício fontes • OFF-LINE ART DIRECTORS: Xan Arakawa AND Fabio Guimarães • DIGITAL ART DIRECTOR: GUTO CHICANELLI • OFF-LINE COPYWRITERS: Guigo Oliva, Carla Cancellara AND Wolfgang Covi • digital COPYWRITER: THIAGO MONTEIRO • art director assistant: Matheus Rosa • Head Content Hub: Mariana Manso • Content coordinator: Rafael Neves • CREATIVE (Content Hub): Rafael Silva, Daniel Tolentino AND Amanda Rodrigues • PRODUCTION HEAD: Pedro Bueno • RTVC: Renata Aranha AND Giovana Neiva Bilotta • DIGITAL PRODUCTION: Aline Fernandes AND Amanda Arcaro • ACCOUNT MANAGERS: Janaina Santos, Felipe Jurdi AND Bruna RodrigueS • MEDIA: Vicente Varela, Thais Cintra, João Sucena, Giovanna Passo AND Mariana Nunes • PLANNING: Andrea de Sá, Murilo Capellini and Julia Hodgkiss.

CLIENT APPROVAL: Rodrigo Lacerda, Cecilia Alexandre, Lais Novaes AND Leonardo Marcolin.


• • • film digital • • •

PRODUCTION COMPANY: dead pixel • DIRECTION: Gustavo Michelucci & Kiko Costato • EXECUTIVE PRODUCTION: Sophia Amaral • ACCOUNT MANAGER: Camila Santana • DIRECTOR OF PHOTOGRAPHY: Eduardo Ruiz • ART DIRECTION: Billy Castilho • POS-PRODUCTION: Gustavo Michelucci • FILM EDITOR: Daniel Miranda e Gustavo Michelucci • COLOR: Cassiano Zoboli • motion designer: Rodrigo Dutra • 3D MODELING: Gabriel de Freitas • AUDIO PRODUCTION: LUCHA LIBRE •  AUDIO PRODUCER AND MAESTRO: Paulinho Corcione • GOURMET CHEF: GUEDES.

• • • FILM TVC • • •

PRODUCTION COMPANY: Cine Cinematográfica • DIRECTION: Clovis Mello e Cris Vida • EXECUTIVE PRODUCTION: Raul Doria and Deo Borba • ACCOUNT MANAGER: Victoria Scaff and Leticia Baptista • DIRECTORs OF PHOTOGRAPHY: Jean Benoit and Junior JR • POS-PRODUCTION: Cine X • FILM EDITORs: João Branco, Clovis Mello and Cris Vida • AUDIO PRODUCTION: LUCHA LIBRE • AUDIO PRODUCER AND MAESTRO: Paulinho Corcione.