Based on that popular maxim, you know?, of looking for “signs” that conspire in favor of one’s own desire, Méqui’s new campaign highlights desserts, such as Sundae and McShake. The action, which follows on from last summer’s “Fome Geladinha de Méqui” concept, plays with the challenge of the law of action and reaction.
“If something X happens now, will I do Y’?” asks Phil Daijó, the gallery’s creative director, who signs the concept. “We drank in this universal irony, of people finding signs of destiny just to enjoy a Méqui dessert”, he adds.
For example, in one of the scenes in the film, two friends walk in a park, until one of them promises: “If a little bird sings now, I’ll get us a cone from Méqui!”. The other then imitates the famous bem-te-vi meme.
“Don’t ignore the signs of life. If you play in your Fome Geladinha de Méqui”, completes the announcer.
In 15″ and 30″ versions for TV, the campaign pieces are also distributed among 15″ pills online, as well as OOH and various digital media – Google, Waze, Spotify, social networks and McDonald’s proprietary channels, in addition to actions with influencers.
Datasheet
Titles: summer desserts
Duration: 30”
Client: Arcos Dourados Comercio de Alimentos SA.
Product: Dessert
Agency: gallery
CCO: Rafael Urenha
Executive Creative Direction: Carlos Schleder
Creative Direction: Guzera e Phil Daijó
Creative Supervisor: Rodrigo Porto
Creation: Gabriel Braz, Thiago Ferreira
Service: Ana Coutinho, Mariana Magalhães, Paula Salvaani, Taís Boaventura, Felipe Teixeira
McDonald’s Approval: João Branco, Ana Paula de Nóbrega, Lariane Duarte, Larissa Neves, Lucas Emerick and Rafaela
Alejandra
Media: Paulo Ilha, Kaline Léssio, Junior Freitas, Mariana Tolosa Anderson Rodrigues, Thalita Santos
Planning: Pedro Cruz, Carol Mello, Rafael Martins, Téia Lo-Ré, Felipe Ribeiro and Bruno Souza
PR and Influence: Patricia Capuchinho, Didi Blanco, Luiza Karam, Giovanna Maracajá, Aline Paz, Laís Barbosa.
Projects: Yarha costa
RTV: Shower Lopes, Fábio Truci and Beatriz Brandão
Producer: Barry Company
Direction: Rafa Quinto
Executive production: Cross Mello
DOP: Pedro Cardillo
Art director: Olivia Sanches
Post Coordination: Ale Cois
Completion: Murillo Moura
Post production: Barry Company
Audio Producer: Wrestling Audio
musical direction: Danilo Barbalaco
Production Coordination: Thacio Palanca
Audio Finishing: Thacio Palanca and team Fight
Executive/Service: Thais Urenha
Color: Psycho n’look
