The campaign created by frica invites the viewer to dive into important moments in life
“Look at your desktop background. What does it mean to you?” This is the question Vivo is asking in its year-end campaign.
Under the sway of the track Partilhar, by the composer Rubel, the film created by Africa takes the viewer into moments of life, such as the emotion of a grandfather when holding his grandson for the first time, a couple in love at their wedding party and to a surf trick performed by world and Olympic champion, Talo Ferreira. During the scenes, the silhouette of a cell phone forms to represent the background.
Our desktop backgrounds reveal unique moments that we want to make eternal. As a brand that brings a human look behind technology, we hope that in 2023 we can live intensely and share more moments with the ones we love, said Marina Daineze, Brand and Communication director at Vivo.
The campaign relies on a media strategy that includes open TV, paytv, cinema and digital. In addition, the company also launched an action in partnership with Spotify and will prepare playlists based on the background of the users’ cell phones.
To participate, people need to visit the action’s hotsite, upload their background image and describe the feeling that the photos convey to them. From the platform’s artificial intelligence, a selection of personalized songs will be assembled. The news will be announced later this week on Vivo’s social networks.
