Campaign features the participation of Diogo Defante, Jon Vlogs, Yayah, LOUD Coringa and Tain Costa
Mediabrands, through Initiative, launched a campaign to promote interaction with the Amazon Original series “Gen V”. Followed by the motto “Discover what you’re capable of”, the 360 campaign strategy seeks to reach all points of contact with the public, encompassing online, off-line, influencers, the world of streamers and metaversion.
The food for the young people in the series is also highlighted in the series, and the agency brought part of the series’ fantasy universe into the real world through Vought a Burger, a hamburger that came from the series straight to some of the most famous colleges in São Paulo, such as, ESPM (Escola Superior de Propaganda e Marketing), Anhembi Morumbi, FGV (Fundao Getlio Vargas) and So Judas.
With the support of Haute in production, and Bullger in operation, traveling foodtrucks were assembled with the visual identity of Vought a Burguer, and during the activation, free hamburgers were distributed to the students present at the time. In partnership with Ostra Content, the activation also featured new attractions such as Diogo Defante, Jon Vlogs, Maumauzk, Cabritoz, Gelio and Yayah, who commanded the foodtruck grill.
Diogo Defante also conducted an episode on his program Rango Brabo, from the PodPah podcast, to share the recipe for the famous special hamburger that gives young people super powers.
Mediabrands and Ostra Content also took the world of Gen V into the game Fortnite, establishing a presence in another super important place for young people, games. In its third and final activation, a 100% personalized map was developed that includes several scenes from the series, even the Vought A Burger cafeteria and foodtruck.
Through the SUBA agency, the campaign featured a squad with more than 10 influencers who produced diverse content bringing peculiarities from their own lives. Among the main names were Jojo Todynho and Mc Daniel.
With the constant stimuli of the digital world, it can be difficult to capture the attention of young audiences, and for this campaign, we worked hard to think about this project as a whole. Understanding how we would take Gen V into the real world was challenging. But, we are very happy with the results that this campaign brought us, reported Murilo Fernandes, account director at Initiative – Mediabrands.
In all its stages, the campaign included the participation of Nozy, a partner agency that was responsible for capturing the visual material for the action and developing the complete video case.
