Relevancy The music industry is one of today's most competitive industries. Finding a fun and shareable way of launching a single can make a difference for any band's success. Strategy To connect with different audiences and offer different levels of immersion into the experience, we based our approach in three different platforms.Google Images (in the project's website): Google is the core platform of the project. AldoFeat.Me is integrated with Google's API to display Google Images results in a way that has never been shown before. Chrome Web Store: users who want to dive deep into the experience can install AldoFeat.Me Chrome Extension and enjoy the mouths singing "Unbreakable" all over the Internet (on YouTube, Facebook, etc).Vevo YouTube Channel: some of the most searched terms on AldoFeat.Me website has become the official music video of "Unbreakable". Vevo is featuring the video on its platform and it works as a tutorial/invitation for the experience. Outcome It's not possible to talk about results so soon. The project was launched on April 25th – which means a few days before this form was uploaded. What we can say now is that, by considering the PR strategy we planned, we expect to reach project's full impact by the end of May / beginning of June. CampaignDescription AldoFeat.Me is a digital project that playfully hacks the Internet to show the whole world singing ALDO's latest single. By using face recognition technology we made it possible to place a virtual singing mouth over everyone's photo on Internet. So: if you search for Albert Einstein, you'll see him singing the song. If you search for Queen Elizabeth, you'll see her singing the song. If you search for porn, well, you'll probably see some porn stars singing the song (just don't do it in front of the kids).The experience could be enjoyed in three different ways: by accessing AldoFeat.Me website; by installing a browser extension; or just by watching the official music video of the tune. Synopsis Formed by brothers Andre and Murilo Faria, ALDO THE BAND opened a new dialogue between electronic music and indie rock, materializing the urban chaos of São Paulo city. Our brief was simple but challenging: how to use the launch of ALDO's latest single – "Unbreakable" – to amplify the band's audience nationally and internationally? Execution A really simple short-term timeline for a really simple and short-term project:1. Soft-launch of the website (only with influencers people from music industry)2. Launch of the browser extension on Chrome Web Store3. Launch of the music video on Vevo's Youtube Channel4. Launch of the music vide on MTV5. Facebook activation6. Crescent PR effort and influencers activation to spread the project
CampaignDescription We were inspired by the sidewalks of São Paulo. We realize that they are composed of three elements. We reorganized these elements and added ours. Strategy Relevance of the brand: WK is a creative power in the ad industryChoice of campaign elements: Site, posters and stationeryTarget Audience: Clients Synopsis Situation: The arrival of new creative partners.Brief: Renew agency's visual identity.Objective: Announce the news to the industry.Budget: 30k Execution The identity is based on three simple elements arranged in a grid. Playing with the grid, the visual identity can grow and assume different shapes. Outcome The new visual identity gave a face to the new phase of W+K São Paulo. The agency has conquered new businesses and created great work for them.
Synopsis Old Spice is a relatively new product in Brazil and its market share is currently under 5% in the country. In an effort to raise awareness for the brand and reinforce its positioning amongst the target audience during the launch of its brand new fragrance, P&G challenged us to create an execution that translated Old Spice's POV and reached the target (the Brazilian male youth) in a relatable and innovative way. Strategy To succeed in our goals, we figured we needed to create something that could become part of the Brazilian male youth culture and break through the traditional advertising format. So, when we looked at Brazilian's pop culture, this is what we found: 1. Brazilians watch in average 20 hours of TV every week (6th place in the global ranking). 2. Big Brother Brasil is the top TV show in Brazil and it's still breaking audience records after its 18th edition; it was also the #1 searched item on Google (Brazil) in 2017. 3. Other reality shows such as "The Voice" and "Masterchef" are Big Brother's main entertainment competitors apart from the Brazilian soup operas. In other words, Reality TV shows are a huge thing in Brazil. So we figured it was time we created a reality show that translated everything that Old Spice represents. The ultimate reality show. Relevancy Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil is the reality show of reality shows. A real TV show that parodies the best and the worst of one of the most popular TV genres in Brazil and that was aired on prime time on Brazil's main cable TV networks. With a long-length non-advertising format, the show gathered a considerable fanbase and became a success amongst the target audience. Outcome Broadcast exclusively in Brazil, we reached 20 million people in our target base (Brazilian male youth) and a total of approximately 31 million people (PayTV and digital combined) with the show. On the season finale, we reached the highest rating amongst the target audience on PayTV. 70% of the interactions and comments were positive (28% neutral). Most of these users were rooting for one of the show's participants, talking about the product itself or demanding a second season from Old Spice. Including all of the media channels, video teasers, vignettes, commercials and episodes, we achieved a total of 110 million impacts. Impact increased by 50% during the project. Execution We had to find a media partner that would allow the idea to reach its full potential. That was when we partnered up with Turner (Brazil's lead PayTV broadcaster and a major reality show distributor) to distribute the show. It aired on prime time on 2017's Q4 on TNT, Space Channel and Warner alongside a strong delivery on digital channels belonging to the brand and the broadcasters. The episodes were re-ran in the evenings and were also promoted to our audiences via Twitter, Facebook and YouTube. We first released video teasers to prepare the audience for the show. After a few weeks, the first episode was launched and promo videos promoted it to the target audience. Weekly episodes and promos were aired for a month. After the season finale, backstage videos, a best moments recap and a season marathon were broadcast to the show's fanbase online and on Turner channels. CampaignDescription To launch the brand new Old Spice fragrance, we created Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil: the reality show of reality shows. For one month, brave contestants competed for the title of the greatest fashion-cook-singer-entrepreneur-artist-mechanic-designer in Brazil in challenges that combined the best and the worst of every reality show ever made. P.T.E.N.M.R.C.I.T.F.H.T.B was broadcast on prime time on TNT, Warner and SpaceTV, Brazil's major cable TV channels.