Living in the capital of São Paulo is always a box of surprises, but last week, the city surpassed itself in terms of OOH media. It was innovation week in So Paulo! There was a building being invaded by the sea, giant cream being spilled, oil falling from urban furniture and even a giant folding cell phone.
Adnews brought the highlights with images for you to check out. Come and discover what brands have been up to to surprise and delight the public in recent days:
#1 Nature
Thinking about the rush of everyday life, Nature launched two new Kaiak O fragrances2 to remind people to just…breathe. The line highlights the oxygenation of the oceans as responsible for producing more than 50% of the oxygen we breathe, according to data from Unesco.
The launch brings together the importance of the seas and the freshness of the waters, with innovative ingredients. Taking a breath and prioritizing one’s own well-being inspired Kaiak, who created male and female versions, with a moderate citrus touch and moderate citrus floral, respectively.
The number 1 perfumery brand in Brazilian homes launches Kaiak O2a fragrance that reinforces, through the new campaign, our essence of Well Being Well and proposes its inspiration in the breath of the sea, which recharges and gives us life. The motto What if you stopped to breathe? translates everything we want to instigate: a healthy, calm break, capable of bringing us back to our center, explains Denise Coutinho, Marketing Director at Natura Brasil.
Furthermore, part of Kaiak O’s composition2 from upcycling, ingredients that came from other extraction processes. This is another example of care for the oceans, as the line uses ingredients that would otherwise be discarded, avoiding waste and reducing impacts on the environment.
To announce the launch of the fragrances, Natura filled a building on Av. Lus Carlos Berrini with seawater! The OOH action was created by the agency GALERIA.ag, with Computer Graphic Imagery (CGI) technology, which generates images in computer graphics. In action, the The building opens as if it were a portal and fills with water. With a transparent appearance, reminiscent of the bottom of the sea, a giant bottle of Kaiak O2 appears submerged and moving within the scene.
CGI or FOOH are taking over social media this year. And we took this new format to the Kaiak O campaign2 in a reality-defying digital OOH, in which a building is taken over by a large ocean wave. The piece is an invitation to breathe amidst the frenetic pace we live in cities, remembering that the oceans produce the oxygen that renews life, comments Tiago Zanatta, associate Creative Director at GALERIA .ag.
#2 TRESemm
TRESemm created an innovative advertising strategy, which highlights the trend glossy, to announce the launch of its new Brilho Lamelar line. As part of the campaign, the brand invested in actions that bring to life the two main products in the line: the nourishing finishing oil and the lamellar treatment serum, which surprise by bringing a realistic effect of what the product line promises, which will offer the desired It is made gloss at its maximum intensity, for all hair types.
The products attract attention by invading the real world in two different formats. The finishing oil is accompanied by an advertisement on a digital clock, featuring the brand ambassador, Sabrina Sato. The action spreads its light and fluid texture throughout the packaging. The treatment serum presents a bold approach as it is projected in a gigantic shape on the facade of the brand’s building, on the Pinheiros waterfront.
The action aligns with the emerging FOOH trend (faux out of home), which integrates 3D modeled elements. To achieve this impressive effect, the brand used artificial intelligence and CGI.
It is essential that we use complementary formats to stand out in the face of the many advertisements that impact our consumers daily. Even digital requires a lot of engineering and creativity to download the brand messages and positioning we want to build. Working with computer graphics allows us to go beyond the physical and generate social conversations, where we can interact with our audience”, emphasizes Juliana Potiens, Marketing Manager at TRESemm.
#3 Vivo and Samsung
The new Galaxy Z Flip5 from Samsung arrived with everything in stores Vivo in So Paulo (SP), and the launch of smartphone was announced with a CGI action also created by GALERIA.ag on the facade of the São Paulo Museum of Art (MASP).
The device has a unique and innovative design, which looks like a work of art. With this idea, the campaign was developed in partnership between Vivo and Samsung, designed to highlight this quality of the device, which arouses desire and curiosity.
So, did you enjoy any of these live experiences last week? Tell us on social media!
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