The editorial staff of Meio & Mensagem made a list of ten advertisers who, throughout 2018, were able to stand out in their advertising communication, whether due to the differentiated use of channels, the content of the approaches or initiatives that generated repercussions. Check out the list below (brands appear in alphabetical order):
Bradesco
The growth of financial startups has brought a positive movement to the sector, driving large banks to invest in innovation. And in 2018, Bradesco was one of the protagonists of this movement, launching, in February, Inovabra Habitat, a mix of innovation hub and accelerator, in São Paulo. The brand's actions also reflected this moment. In August, a campaign created by Publicis, with the concept “experience the future today” introduced the public to the BIA – the bank's artificial intelligence system. The action is emblematic for materializing Bradesco Artificial Intelligence, a project that had been developed since 2014 in partnership with IBM's Watson. In addition to issues related to innovation, the brand included reflection on social issues in its communication with the video “Redefining Intolerance”, also created by Publicis, in which children gave their definitions about bullying, racism and discrimination. Bradesco also announced, in November, its new brand and the sponsorship of the show Ovo, by Cirque du Soleil, in an action created by Leo Burnett Tailor Made.
Burger King
Burger King, serviced by David, has become known as an irreverent brand. And that trait is always clear in their actions. Within this history of ability to go viral, the year 2018 will occupy a prominent role in the history of the network. In one of the most divided electoral period in the country's history, few brands dared to bring political discussion into their communication. The most emblematic case was the “White Whooper”. The film initially shown in the interval of the penultimate debate of the first round pointed to the need to have an option to vote. The repercussion was so relevant that the brand unfolded the conversation when it launched, in November, a post dealing with the differences between opinion and prejudice. The brand's year, however, was not just about politics. There was the “Easter Whooper”, a chocolate sandwich that was actually an April Fools joke. And the classic provocations to the main competitor. One of them, in November, took advantage of the Enem hook to say that McDonald's launched the Veggie and Picanha snacks late.
Coca-Cola
In April 2018, Coca-Cola defined the winners of Fan Feat, a festival that involved several artists and a dynamic promotion campaign created by J. Walter Thompson. On the occasion, the winners Pabllo Vittar, Simone and Simaria and Luan Santana released the clip Hasta La Vista. At the beginning of April, CocaCola had already developed a partnership with Pabllo Vittar in the launch of the Indestructible clip. On the occasion, the brand reactivated the concept “This Coke is Fanta”, created by David last year and used occasionally for employees, and, this time, included in an action for guests for the show to launch the Pabllo clip. In addition to the foray into music, the year of Coca-Cola was also marked by discussions related to harmony. Also in July, in a campaign created by David, the brand highlighted the positive values that are behind the house rules. Also in July, during the Russian Cup, the brand, sponsor of the tournament, appeared in first place in the memory of football fans in an eCGlobal survey. The year ends with the return of the polar bears in a campaign developed by David and the consolidation of the Coca-Cola Company's digital account at WMcCann.
Heinz
Tomato, sugar, vinegar, salt, onion and natural aroma. The ingredients used by Heinz to make its ketchup — the flagship of its condiment line — were also the raw material of a marketing strategy that had Africa as the creative hub that allowed the company to experiment with new flavors in 2018. After bringing it to the forefront from the packaging to the list of product ingredients, the brand extrapolated the concept of giving visibility to its formula, assembling in the city of Boituva, in São Paulo, a 4.500 m² replica of the ketchup label. On Instagram, Heinz played with its followers by delivering sandwiches to those who liked photos with the hashtag #foodporn in a region of São Paulo. It was also in the digital environment that the brand entered the ketchup on pizza controversy, collecting the opinions of those who defend and who reject the combination to, in the end, say that it is allowed to use the condiment, instituting the National Day of Ketchup in Pizza. To diversify the palate, Heinz also increased its portfolio, launching a version of the ketchup in the bacon & caramelized onion flavor.
Natura
For some time now using cosmetics and products as elements to promote self-esteem and enhance inner beauty, Natura took greater steps towards this concept in 2018. From a creative point of view, the brand dressed models and personalities in green in the commercial “Ser o que se é”, created by Africa, in which women of different bodies and ages wore bathing suits and bikinis to show that they were all ready for summer. The action was also complemented with Paolla Carosella and Gaby Amarantos appearing on magazine covers and defending the causes of freedom and self-acceptance. Also this year, the brand demystified the universe of influencers by promoting, in a Tribal Worldwide action, meetings between beauty specialists and young people from other universes, highlighting how makeup can reflect each one's personality. Although focused, it did not neglect the male universe by promoting the installation of baby changing facilities in men's restrooms in restaurants in five Brazilian capitals. In February, in an unprecedented partnership, Natura, DPZ&T and TV Globo created a branded content action, aired on Esporte Espetacular to promote Kaiak Aero.
Netflix
With the production of original content practically on an industrial scale, Netflix has the challenge of overcoming its own creativity to communicate to the public the novelties of the menu. In March, to present the series The Mechanism, he opened the Loja da Corrupção at Brasília airport — a space where he displayed electronic anklets and underwear with dollars. The creation was by Lew'LaraTBWA. The same agency, the following month, made a joke with the singer Sandy and the hashtag #EscolhiEsperar, which told the public to resist the temptation to seek other streaming and wait for the premiere of the second season of the success A Casa de Papel on the platform. On Halloween, the platform turned to Spoiler Blonde, a profile that revealed the endings of people's favorite series on social media — something feared by streaming users. The creation was by DPZ&T. Despite the humor, the platform also knows how to be serious, as it did in the video Strong Black Lead, which brought together black actors, directors and actors from its productions to celebrate diversity in Hollywood.
Old Spice
Gone are the days when commercials for P&G's Old Spice deodorant brand were limited to those starring actor Terry Crews. Known for its youthful communication, the brand served by Wieden + Kennedy created, in December, what they called the “first infinite film” with several commercials within other commercials. The video was on air for 14 uninterrupted hours on the Wooho channel and for eternity on the action website. But whoever thinks that Old Spice lives only on gringo shares is wrong. In Brazil, the brand is one of the most invested in eSports and has held several electronic game tournaments, including, in May, the HearthStone Old Spice Tournament, in partnership with the IGN website. With a prominent presence at the Brasil Game Show 2018, the brand reinforced its positioning with the young audience. In Brazil since 2014, Old Spice had already started, in 2017, a new phase of actions focused on influencers, at the time, it even did a 48-hour live on Facebook.
Santander
The world of entrepreneurship is full of success stories, but for Santander to choose one of its new ambassadors, it was a painstaking task. Rick Chester, who was once a bricklayer, utility helper, janitor and beach water salesman, has become an internet phenomenon by recording motivational videos for entrepreneurs. His success led him to lecture at Harvard and to be chosen to debut, in September, as a poster boy for Santander Prospera, the bank's microcredit project. A month earlier, the brand started a new phase by working with Y&R, after years of partnership with Talent Marcel. The first campaign with the new agency was a version of the positioning “What can we do for you today?” In November, the bank brought presenter Fausto Silva to publicize its Black Week, on the occasion of the Black Friday period, in a campaign created by Suno. In addition, Santander inaugurated, in January, Farol Santander, in the old Banespa building, revitalized into a space that combines culture and innovation.
Snickers
A few years ago, the chocolate brand Snickers, from Mars, bet on the concept “you are not you when you're hungry” in which people deal with unusual situations when they have an empty stomach. Actions of the type were already carried out in 2017 with singer Luan Santana and player Neymar. In 2018, with the theme of the Russian Cup, the brand used the traditional rivalry between Brazilians and Argentines in football to put former Brazilian player Ronaldo Fenômeno in a video in which he is caught cheering for Argentina, in a friendly against Spain in Madrid. But, after eating a piece of Snickers, Ronaldo kills his hunger and returns to normal, getting annoyed with the move in favor of the Argentine team. The campaign is a creation of AlmapBBDO and was the first time that the agency created globally for the brand. In April, Snickers renewed another action, from 2017, also taking advantage of the football climate and stamping 24 terms on its packaging such as “hungry”, “deflated ball” and “cold foot.
Living
Of the dozens of commercials related to football and the Brazilian team, during the Russian Cup, the one by forward Gabriel Jesus for Vivo, in a Y&R campaign, was one of the ones with the highest recall. The athlete's relationship with his mother and the connections made when he was away inspired the movie “Meu Jeito”. The campaign had high repercussion on social networks, since Vivo, sponsor of the selection, also had a very strong performance in digital. In addition to the World Cup, in July, presenter Xuxa starred in the film “In what time do you live?”, also created by Y&R for the Meu Vivo self-service application. In the commercial, singer Ivete Sangalo presents the features of the app, asking what time Xuxa lives in, the same campaign also had Preta Gil and actor Marco Pigossi. In August, the brand continued the 4G+ Family Plans campaign with the film “Caçula”, created by DPZ&T, in which a mature couple is surprised with an unexpected pregnancy.
Source: Meio & Mensagem
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