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CLIENT RAPPI • AGENCY SUNSET DDB • ROLE CREATIVE / ART DIRECTOR • 2019/2020
LATAM campaign
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you got rappi, you got it all.

Rappi, the on-demand delivery (of everything) startup leader in Latin America, wants to create an emotionally integrated campaign that increases the first orders and generates brand awareness. So, we started developing a BOLD and DIRECT claim to make sure all users get the value proposition. BTW, it was an incredible experience of winning the pitch on friday, welcoming the clients on monday and then, just after lunch, starting to manage an amazing team to launch the campaign.

Vertical x Content

The strength of the campaign lay in its adaptability to deliver the right content, for the right target, on the right channel at precisely the right time. Plus, crossing these segmentations with the many niche services offered by the App. Definitely, an awesome jigsaw puzzle for creatives.

Stories Pack • 01

Film 01: Restaurant x Time • Film 02: Favor x Climate • Film 03: Liquors x Hobbies & Interests • Film 04: Anything x Hobbies & Interests • Film 05: Pharma x Demographic.

Stories Pack • 02

(Vertical x Content segmentation)
Film 01: Restaurant x Geolocation • Film 02: Cash x Geolocation • Film 03: Tech x Behavioural • Film 04: Anything x Hobbies & Interests • Film 05: Pet x Demographic.

Stories Pack • 03

(Vertical x Content segmentation)
Film 01: Restaurant x App Transactions • Film 02: Express x Hobbies & Interests • Film 03: Services x Demographic • Film 04: Express x Climate • Film 05: Pharma x Geolocation.

Stories Pack • 04

(Vertical x Content segmentation)
Film 01: Supermarket x Demographic • Film 02: Supermarket x Hobbies & Interests • Film 03: Restaurant x Demographic • Film 04: Anything x App Transactions • Film 05: Anything x App Transactions.

Stories Pack • 05

(Vertical x Content segmentation)
Film 01: Anything x Hobbies & Interests • Film 02: Pharma x Demographic • Film 03: Courier Services x Geolocation • Film 04: Pet x Demographic • Film 05: Anything x Hobbies & Interests.

TO INCREASE THE CREATIVE CHALLENGE AND IN ORDER TO OPTIMIZE THE PRODUCTION, MANY ANIMATIONS NEEDED TO WORK WITH DIFFERENT COPIES.

BUT ALWAYS KEEPING THE CONTEXT.

For instance, a billboard at the exit of the domestic terminal that promotes supermarkets.

After some learning experience, we started an A/B test.

We added a delivery guy (tendero) after the question to explain how the App works. How your dinner, medicine, fruit, cash or anything comes to you. This adjustment helped in the acquisition of a cluster that was not so technology-friendly.

Campaign book

Working across many countries, a guideline campaign was designed to ensure the best class execution.

Behind the scenes to produce 35 animations.

The production studio Dirty Work created several characters and many props for the 35 scripts.

Big numbers

• • • CREDITS • • •

AGENCY: SUNSET DDB • CLIENT: RAPPI • CO-CHAIR: GUILHERME JAHARA AND PIPO CALAZANS • CCO: GUILHERME JAHARA • CREATIVE DIRECTOR: MARCIO JUNIOT • ACD: GUTO CHICANELLI • ART DIRECTION: GUTO CHICANELLI AND GUTO RUSSO • COPY: RODRIGO PASSOS AND MATHEUS SOUZA • ART DIRECTION ASSISTANTS: CAROLINA FIUZZA, LAURA and eric HAZZ • SOCIAL MEDIA: CAROLINA GARRIDO • PRODUCTION: PATTY BENETTI, RODRIGO LUCHINI AND MARI • MEDIA: rodrigo • ACCOUNT MANAGER: CAROL FRANCO and SHIRLEY LACERDA • MOTION DESIGNERS (IN-HOUSE): ROUSE, GUSTAVO TADINI AND EDUARDO FERREIRA • PROJECT MANAGER: KARLA SOUZA.

CLIENT APPROVAL: EMILIO MUTIS CANAL AND daniel muñoz salazar.

• • • 3D ANIMATION • • •

PRODUCTION company: dirty work • DIRECTION: GUSTAVO LEAL and faga melo • EXECUTIVE PRODUCTION: ito Andery • AUDIO PRODUCTION: RITMIKA AUDIO ARTS • AUDIO PRODUCER AND MAESTRO: HENRIQUE TANJI.