How does a brand leave the gringo image behind and be part of the conversation in the Brazilian Internet? Owning it. Hershey’s related its chocolate bars to a popular expression used in one of the greatest hits of the 90s in Brazilian music. The slang ‘’hold this bar’’ is the chorus of Cheia de Manias, by Luiz Carlos. Despite its huge success the song didn’t have a clip, so Hershey’s decided to create an official one in the rhythm of reggaetón.The brand proposed a challenge to find out who’s ‘’the best bar holder in Brazil’’: how long can someone hold the computer spacebar? The website had hours of exclusive branded content and a prize in gold bars. CreditsAgency: AktuellmixBrand: HersheyCountry: BrazilEntrant Company: Aktuellmix, São PauloAdvertising Agency: Aktuellmix, São PauloMedia Agency: Aktuellmix, São PauloChairman/Partner: Rodrigo Rivellino (Aktuellmix)Partner/Co-CEO: Celio Ashcar Jr. (Aktuellmix), Mario Medina (Aktuellmix)VP Strategic Planning and Creation: Fabio Mergulhão (Aktuellmix)Creative Director: Adriano Panda (Aktuellmix)Creative Lead: Erica Igue (Aktuellmix), Rodrigo Joia (Aktuellmix)Art Director: Rodrigo Joia (Aktuellmix), Maurício Quitero (Aktuellmix)Copywriter: Erica Igue (Aktuellmix), Lucas Negreiros (Aktuellmix), Bianca Ramos (Aktuellmix) Rebeca Avila (Aktuellmix)Strategic Planning Director: Gabriel Boaventura (Aktuellmix)Strategic Planning: Gabriel Boaventura (Aktuellmix)Artbuyer: Edson Silva (Aktuellmix), Andrea Carmassi (Aktuellmix)Account Director: Juliana Pileggi (Aktuellmix)Account Manager: Daniela Bayer (Aktuellmix)Account Assistant: Alexandre Nobrega (Aktuellmix)Executive Production: Priscila Pacionotto (Aktuellmix), Rodrigo Niro (Aktuellmix)Print Production: Rodrigo Merigue (Aktuellmix), Amanda Xavier (Aktuellmix)Media Director: Filipe Crespo (Aktuellmix)Media Manager: Nathalia Cantalejo (Aktuellmix)Product Design: Waldir Rugno (Aktuellmix)Illustrator: Iuri Nogueira (Aktuellmix)Photography: Paulo José Leite JrFilm Production Company: Time Riding Film Director: Dan Reis (Time Riding)Photography Director: Paulo Leite Jr. (Time Riding)Sound Production Company: Time Riding
Sound Direction: Thiago Gigliarano e Débora Murakawa (Time Riding)
Art Treatment: Marcelo Xavier (Aktuellmix) e Clesio Teixeira (Aktuellmix)
Illustration Studio: Big Studios e R2 StudioClient: Marcel Sacco (Hershey), Gustavo Milo Marasco (Hershey), Patricia Prado Gonçalves (Hershey), Amanda Luisi Mendonça (Hershey)