#TopPubli: best campaigns in June

As usual, another #TopPubli arriving to close the month in a creative and inspiring way. We’ve separated some of the best June campaigns for you, and I warn you: one is better than the other (it’s bomb after bomb, and we’ll tell you why). As the queen ‘AniRa’ would say, PRE-FOR and come with us!

Shooting, beating and BOM-BA ♫

Are you thinking that it’s only the BBB that has discord? It’s nothing, and I guarantee, ours are much better! When competing brands decide to publicly face each other, we simply stop and pay attention, because duels are true lessons in strategy and creativity. And this month, we had two of those episodes. Okay, come on, one and a half.

We start with a classic that never goes out of style: Mc Donald’s x Burger King. Accustomed to leaving the public awestruck with their attacks on the competition, the two brands decided to challenge ChatGPT in the best “who can do more” style, and show the result in activations out of home in the capital of São Paulo.

Burger King – It is mA.Ioral.
Agency: David Sao Paulo

Using artificial intelligence resources, the brand asked ChatGPT about which is the biggest hamburger in the world, and the result was the Whopper. The action is a direct response to the main competitor’s campaign, which presents the definition of the most iconic hamburger in the world.

The definition obtained by BK was installed on a totem with the brand’s logo and the signature “O mA.Ioral.”, highlighting the letters ‘A’, from Artificialand ‘I’, from Intelligence. O design applied was exactly the same that Mc Donald’s used in its campaign.

Also on a totem, the brand installed the answer given by ChatGPT about which is the most iconic hamburger in the world, signed “I. I love all of this very much.” and highlighted the letters ‘I’ and ‘A’ in their traditional slogan.

So, who do you think won this ‘Burger War’? In our opinion, who won was the public. It’s an innovative campaign where brands are leveraging new tools to bring visibility (and fun) to recurring issues.

The Not Company – real protein
Agency: GUT Sao Paulo

And we have a new category in this UFCPubli: fight fit. It’s time for two companies shake fitness face each other. Well, actually only one of them attacked, so far.

It all started when The Not Company Brasil, foodtech known for its line plant-baseddecided to make a guerrilla marketing ploy to promote its new shake, the NotMilk High Protein. The company simply projected an outrageous message in front of the Danone Brasil building, located on Avenida Paulista!

The message, “Bigger than this ad, just the amount of carbohydrate in YoPro”, appears on the projection accompanied by a QR Code that leads to a video comparing the products of the two brands, inviting consumers to compare the nutritional tables of the YoPro, by Danone, with that of NotMilk High Protein. The latter contains 3.5g of carbohydrates and 15g of protein. versus 16.25g of carbs from competitor’s product.

Now, the question of millions: what’s up, Danone? Are you going to make it cheap? Our team is looking forward to the scenes of the next chapters!

Hot update!

Meanwhile, NotCo is reaping the rewards of a well-executed campaign. The brand published this Friday (30) on its TikTok account a video with prints of messages from consumers shocked by the amount of carbohydrates in Danone’s shake.

Romance atmosphere… No, wait.

Last month we said what? That we wouldn’t accept less from agencies than beautiful clichéd love stories that make your heart warm. And this month, what did we do? She paid the tongue. The best Valentine’s Day campaign, in our humble opinion, has none of that.

Burger King – #CasalFakeBKDeVerdade
Agency: dm9

Yeah, he’s back. BK doesn’t get tired of surprising us, people! How can you? launched an exclusive action that questions consumers about the artificial photos that usually appear on ads for the commemorative date, and invites them to exchange them for a discount on real food at BK Delivery. After all, who has never come across the image of couples with a yellow smile and forced poses for Valentine’s Day publicity photos?

The idea was that people would post artificial couples found in campaigns from other brands and tag BK on social networks with the hashtag #CasalFakeBKdeVerdade, and thus, they would get a discount coupon on BK Delivery. BK wanted to reinforce the “true relationship” and question the artificiality of love in advertisements, and it succeeded.

great double

We also had a double from the Heineken Group this month! And you there, thinking that the company only worked with beers, tsk tsk. You know nothing, innocent…

Heineken – 150 year anniversaries
Agency: Pub Milan

Haikenen, Aineken, Haignen, Heineken or Verdinha? To celebrate its 150 years, the most beloved international beer in Brazil performed an unprecedented action in the final of the UEFA Champions League, mistaking its name on purpose to go viral on Twitter! And is not it worked?

During the live broadcast of the match, which took place on June 10, narrator André Henning and TNT Sports commentators, Alex and Vitor Sérgio, began a dialogue in which Heineken is pronounced “wrongly”, reverberating on social networks. and in the press.

The action started the brand’s anniversary campaign, which celebrated its anniversary by getting its own name wrong even on the trucks! And the advertising film, which highlights the various nicknames that the brand receives around the world, even had the participation of two-time Formula 1 world champion Mika Hakkinen, whose last name is similar to the pronunciation of the brand name. He takes a look, which is pretty cool.

Heineken – rare as fys
Agency: AlmapBBDO

Look at Heineken there again! And with a non-beer campaign. The Heineken Group also produces other beverages, such as FYS soda, which has “50% less sugar, less marketing” and the incredible ability to promote itself by forming a queue. Who enters a queue without knowing what it is for?

The group’s action was held between the 14th and 18th of this month, and formed a giant queue at Shopping Ibirapuera, one of the largest in São Paulo (SP), for no apparent reason. And at the end of the line, there was a stand for tasting the flavors of FYS, which are Guarana from the Amazon, Sicilian Lemon, Orange Pear and Tonic with a touch of Sicilian Lemon, the last one also in the zero version.

With a mysterious tone that worked well, the campaign was obviously a success. Oh, those gossip people… (our team was also curious, but we won’t admit it because it’s bad, right). And the campaign film is great too, watch it below.

Moment #LencinhoNaMão

Ah, must have, people! This month, three campaigns moved our team, passing assertive messages with great sensitivity. It’s those movies that make you want to watch again, and again, and again… And that we cry every time.

Dell Technologies – Building The Future
Agency: VMLY&R

At the very beginning of the month, Dell arrives with this gift: a simple, creative and meaningful campaign about the future. With kids! It’s to play with our heart, I’m saying… We liked it so much that the campaign was included in one of our weekly #TopPubli and returns as the highlight of the month!

The company invited the CEO of 55PBX, Bruno Rodrigues, to star in a national case together with children of different ages, where he would give a brief summary of the history of technology while showing some new and old equipment, so that the little ones could compare. The seasoning of the campaign was the children’s curiosity and sharp tongue: there was nothing left without asking. Just watch, please.

Dove – The Cost of Beauty

In the middle of the month, Dove launches a campaign that does not promote products: it promotes awareness of “the beauty dictatorship on the internet”, a serious and urgent problem, especially for young people.

With real stories that can even cause triggers (if you are sensitive to this type of content, do not watch it), the brand released a survey pointing out that 97% of young people between 10 and 17 years old say they have already been exposed to toxic beauty content in social media, and 74% to content that encourages weight loss or body transformation. The initiative is part of the ‘Dove for Self-Esteem’ project, and resulted in this extremely impactful film.

Bahia Houses – #I’m PrideAndMost
Agency: VMLY&R

And at the very end of the month, to close our special with a flourish, Casas Bahia comes to talk about respect and welcome, and above all, about love. Last Wednesday (28) we celebrated the International LGBTQIAPN+ Pride Day, a date that generates commotion among brands. But what’s the use of painting the logo in rainbow colors if, when the month is over, the behavior reverts to shades of gray?

Our team believes that Via, the company that owns Casas Bahia, has gone further here, bringing the support network of its employees who belong to the community to publicly show how proud they are of them. We have nothing to say about this impeccable work.

So, did you like our ranking? Stay with us, next week there’s more!

* With the collaboration of Ana Beatriz Oliveira

Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.

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