AlmapBBDO competes for propmark’s Best of the Year with Abrigo amigo and Como Nosso Pais; Gallery disputes with Mion’s film for Ita
The three cases competing in the propmark Best of the Year Campaign category have in common innovation and the element of surprise, characteristics of all communication that generates results, becomes a conversation and catches people’s attention.
To launch the Abrigo amigo action, AlmapBBDO teamed up with Eletromidia, one of the largest out-of-home media companies in Brazil. Awarded a Gold Leo at this year’s Cannes Lions, the project gained strength and now has 100 points distributed across the cities of So Paulo, Rio de Janeiro and Campinas.
It is made possible in partnership with brands such as Santander, Vivo, Bradesco Seguros, Semper Livre, Diageo and Anhanguera, in addition to the support of the City of São Paulo, the Government of the State of São Paulo and the Federal Government.
With the aim of minimizing the feeling of insecurity among people, especially women, who use bus stops unattended, digital advertising screens were adapted to make video calls at night. Connected to the internet, with microphones and night cameras, this equipment can be activated between 8pm and 5am and connects those waiting at the bus stop directly with the company’s call center, offering company until their bus arrives. Throughout the day, the screens normally function as advertising space.
We were very happy to receive Eletromidia’s nomination in the Campaign category in the propmark Best of the Year award. The recognition of the Abrigo amigo project is a reflection of our commitment to transforming cities by bringing innovative solutions that combine technology and creativity. We are proud of the awards we are receiving, but even more so with the project taking to the streets and positively impacting the lives of thousands of women who wait alone for their buses to arrive at night, said Alexandre Guerrero, CEO of Eletromidia.
The first stage of the plan included the delivery of ten shelters in the city of So Paulo, in test operation. Subsequently, Rio de Janeiro and Campinas also received their first shelters. The rest of the installations are being carried out in a phased manner, with the aim of obtaining information on site regarding calls and conference demands from the estimated public, among other factors. The expansion of the pilot project, carried out in April in the city of Campinas, to this new phase, included the commitment of the private sector and the support of public authorities.
For the pair of executive creative directors at AlmapBBDO, Rafael Gil and Rodrigo Almeida, Abrigo amigo is a rare opportunity to align commercial objectives with purpose. At the same time that Eletromidia shows the market how technological its advertisements can be, it is also providing a fundamental service to society, standing alongside women in a time of difficulty.
I’m very happy to have two campaigns among propmark’s Best of the Year. This reflects the work of many talented, courageous and passionate people within Almap and our customers, says Marco Giannelli (Pernil), CCO at AlmapBBDO, also referring to the Like our parents campaign, for Volkswagen’s 70th anniversary.
In July, an iconic car among Brazilians, the Kombi, brought back, after four decades, with artificial intelligence resources, the voice and image of Elis Regina, one of the greatest singers in the history of Brazilian music, in a duet with his daughter, Maria Rita. To the sound of Como Nosso Pais, a 1970s hit by Belchior, a famous composer at the time, the film begins with Maria Rita driving the ID.Buzz, which is the 100% electric version of the Kombi. On the same road, the mother, Elis Regina, continues driving the classic Kombi. By singing together, they show that new things always come. Meanwhile, some of the brand’s iconic classics appear in a nostalgic way, ending with the Volkswagen message, a success that is passed down from generation to generation.
One of the most talked about commercials of the year by Brazilians, there was a lot of controversy over the recreation of the image of the singer, who died in 1982, although her family authorized the production. The matter ended up at Conar (Advertising Self-Regulation Council), which decided to archive the process.
Created by AlmapBBDO and produced by Boiler Filmes, with stage direction by Dulcidio Caldeira, the film featured artificial intelligence specifically trained for facial recognition by Elis Regina, unlike what is done in AI projects that use technology pre-trained from data generic. Agency and producer teamed up with Flow Effects, a post-production company specializing in special effects. For days, the AI received extensive training with different technologies, combining the stuntwoman’s performance with the singer’s movements and images, arriving at the unprecedented and surprising result of the singer’s face.
Read the full article in the November 20, 2023 edition
