Bauducco and Galeria cancel campaign after accusations of plagiarism

‘Magia Amarela’ caught the attention of social media due to the similarity in message and visual identity of the song AmarElo, by Emicida

Social networks were invaded with debates involving Bauducco’s latest campaign, signed by Galeria, which features the song ‘Magia Amarela’, performed by Juliette and Duda Beat.

The song was released on Tuesday night and immediately caught the public’s attention due to its similarity to the song AmarElo, by Emicida, both in terms of message and visual identity.

The matter gained momentum on social media after Evandro Fiti, CEO of Lab Fantasma and the singer’s brother, took a stand and stated that his and his brother’s work had been “conceptually stolen”.

The producer also stated that the brand had looked for Emicida to star in the campaign, but that the deal was not closed. “This song is part of a strategy to reposition a brand that negotiated with us, but we didn’t reach an agreement either in terms of schedule, deadline or financial issues. The budget they had didn’t justify the delivery that we had to do”, explained the CEO.

Wanted by propmarkBauducco and Galeria spoke out about the accusations, reiterating that the song “Magia Amarela” was created to be part of the campaign that bears the same name, with the aim of “celebrating the yellow characteristic of the identity and present in packaging and communication of the brand for over 30 years.”

The companies also clarified that the typography used in advertising is the same as that already used by the brand and that the choice of Juliette and Duda Beat as interpreters was due to the relationship between the singers.

Finally, Bauducco and Galeria informed that, faced with questions about the project and the singers, they decided to cancel the campaign and will continue talking to the artists involved. Read the positioning in full:

The song “Magia Amarela”, starring Juliette and Duda Beat, was created to be part of a campaign of the same name by Bauducco, with the aim of celebrating yellow, iconic and characteristic of its visual identity, present in the company’s packaging and communications. brand for over 30 years, in addition to combining concepts that are also historically propagated: family, union, enchantment and communion. It would also reinforce the signature used in the brand’s campaigns: “A feeling called Family”.

The typography planned for the promotional graphic materials would be the same as that already used by the brand, both on packaging and in other campaigns and social media posts. The campaign was conceived as a broad and integrated project, born from the brand’s historical strengths.

To interpret the song and star in the music video, Brazilian and international music artists were considered. The choice of singers Juliette and Duda Beat reflected the purpose of the campaign: they are two artists who already had a friendship and form “a family” based on bonds of affection, affinity and art. It is important to highlight that the participation of the singers was restricted to the interpretation of the theme song, with no connection to the creation of the campaign.

Faced with questions about the project and the singers, Bauducco decided to cancel the campaign and continue talking to the artists involved, for whom it expresses total respect and admiration. In new opportunities, the brand will once again celebrate its iconic color and its message of unity.

Juliette and Duda Beat take a stand

As soon as the matter took over the networks and after Fiti’s statement, it was Juliette and Duda Beat’s turn to comment on the case. In a statement, the ex-BBB team reinforced that the song is part of an advertising campaign and that Juliette was hired as one of the interpreters for the audiovisual work.

The Duda Beat team pointed out that the singer had identified similarities with Emicida’s music. The note also pointed out that, since the first contact between the agency and the singer’s office, the name of Felipe Vasso, one of the authors of the musical project and the song AmarElo, was mentioned in the scope of the campaign as the author of the commercial track. The publication by the singer’s team was deleted a few minutes after publication.