ABOUT: in this global project co-created with Avon, J.Walter Thompson Sidney and Maria Farinha Filmes, we developed a content platform to discuss how the way we praise boys and girls help to reinforce gender inequality since childhood. Launched in Brasil, the documentary Rethink Praise, directed by the renowned director Estela Renner sparked discussions across the country generating brand relevance and momentum for a deeper reflection about our individual role in raising more gender-balanced generations.
PRODUCT: Fanta Guaraná
ABOUT: Coca-Cola Brasil had to launch a new Fanta flavour: Fanta Guaraná, in the unusual position of a market challenger. They partnered with Mutato to create a digital campaign aiming to generate product trial. Along with Facebook, we came up with a bot dynamics where consumers engaged in a fun conversation with the brand and got free coupons to try Fanta Guaraná at McDonald's. With 1.7 million coupons generated, the campaign became the biggest digital sampling for Coca-Cola Brasil.
ABOUT: we were briefed to generate conversations in Brazil about Netflix Cheating (the habit of watching Netflix without your significant other) and to do that we recreated a famous Brazilian trash TV show: João Kleber's "Fidelity Test". In it, men were tempted to cheat on their wives by beautiful models without knowing they were being recorded. Instead of a model, we had Netflix. The results of our social video were impressive: 22MM people impacted; 9MM views (4.5MM of them 100% organic); 35K+ shares; 60K+ comments; and 100 media articles about our campaign.