The campaign, created by Soko, celebrates the return of the “Bought, Shined, Won!”
Brilhante announced the return of the “Bought, Shined, Won!” and, to star in the moment, she chose Gil do Vigor and his mother, Jacira Santanna, as brand ambassadors.
The campaign, created by Soko, features the economist and former BBB, in a humorous tone and in accessible language, reinforcing Unilever’s beliefs and using the partnership as a platform to bring valuable knowledge to even more people.
“Alongside Gil, Jacira brought a humorous tone to the film and completes the consumer profile we are looking for in the campaign, this consumer who knows everything when it comes to yield and quality, as well as Brilhante”, said Elisa Gerber, Creative Data Leader from Soko.
The duo’s choice for communication brings a denser focus to the campaign, which adds to actions such as OOH, TVC, Merchans and digital content with influencers.
“We see our consumer as one of the main pillars of the brand. Everything we are creating around this promotion, alongside Soko, is a result of listening and exchanging with them. Through these actions we want to show that we are not just a choice smart, but we are also a partner brand, a friend. Brilhante has always been very faithful when talking about reality in its communications, and I believe that Gil, together with Jacira, will further strengthen this in the brand”, added Renata Cunha, Brand Manager of Bright.
