Ao was developed by Leo Burnett Tailor Made
In order to present the new flavors of the Trident XSenses sensory line, the brand teamed up with DJ Alok and the game Free Fire, to star in the campaign, developed by the Leo Burnett Tailor Made agency.
The film’s script follows the proposal to highlight the sensorial experience of the new chewing gums. Alok starts playing Free Fire on his cell phone, sitting on the couch. By chewing and feeling the new XSenses flavors, he is transported to another dimension, where he can explore the full potential of the game, where he already has a personalized avatar.
There, he begins to unlock level hard sensations – hard level, in English -, reinforcing the campaign’s name. All this to the sound of the hit Vale, Vale, by ALOK and Zafir.
The campaign’s strategy is focused on the digital environment, broadcast on TikTok, Instagram, Facebook, Twitter, Google, among others, and also includes other actions focused on the gamer universe, using a language that also speaks to the common public. .
The campaign does have the objective of being present in gamer territory. However, we were careful to include people who don’t necessarily play every day, but who enjoy Trident. Because of this, we made strategic choices to include personalities, media and messages that would be recognized and understood by a wider audience, composed of people who play more casually and, eventually, delving into hardcore gamers, explains Matheus Brasileiro, strategy manager from Leo Burnett TM.
