Retrospective 2023: female representation and ESG actions stand out

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In 2023, one of the biggest highlights of the Transformation, without a doubt, was female representation, especially in sport. I, Ana Beatriz, as an intern reporter at Adnews, was able to follow many advances and I am particularly happy, as I have a huge sympathy for the sport and I really support women in this universe.

We were able to see campaigns to encourage women’s football, actions that support women in surfing, campaigns that defended female freedom, new forms and greater support for broadcasting games and championships, and many other milestones. It’s almost impossible to mention all the incredible actions around sport this year!

Furthermore, companies, brands and organizations are increasingly engaged in ESG causes. In this way, we won many cool and unprecedented actions during the year. We saw brands focused on cleaning up pollution, brands that encourage solidarity, and much more.

Check out some notable moments:

Dream Tour 2023 seeks gender equality and the creation of new idols in Brazilian surfing

In 2023, we had the opportunity to interview Luana Cloper, head of Projects at Dream Tour, a championship organized by Brazilian Surfing Confederation (CBSurf)and promoted byDream Factory. The competition has six stages and runs along the entire coast of Brazil, starting on the beaches of the South, passing through the Northeast and ending in the Southeast.

In the interview, we address the greater participation of women in surfing and how they are changing this. Luana revealed to us that they prioritize the participation of women, which is increasingly evident on the Dream Tour. In fact, 70% of the female team.

There is also an equal award in the male and female categories, a closer look at details, improved conditions for athletes at events, changing rooms for athletes and more privacy for girls, among other actions.

Caz TV innovates in the complete broadcast of the Women’s Football World Cup

In football, we start with the CazTV, which broadcast the entire competition, with a lot of support, audience and actions that encouraged the World Cup. In addition, it broadcast some games within the iFood, one of its main partners. O McDonald’s also participated in the action.

And following the line of innovation, Casimiro’s channel debuted together with FIFA and Second Spectrum, an immersive transmission model in Brazil during the match between Australia and England. Inspired by the world of gamesthe display of the English victory featured technology that involved the positioning of more than 18 cameras at the Accor Stadium, located in Sydney, Australia.

Women’s World Cup: brands of the show to encourage athletes

Soon after, FIFA announced the sale of all sponsorship packages, showing the market’s recognition of the athletes and the sport. The support from brands and FIFA itself was impressive! The edition featured 30 brands and 150% growth in interest.

The main partners were: adidas,Coca-Cola, Wanda Group,Hyundai Motors,Kia,Visa, AB InBev,Calm,Keter Group,Algorand,Booking.com,Globant, Mengniu Dairy,McDonalds, Unilever, Claro,Inter Rapidisimo,EstrelaBet , Ita, Guaran Antarctica, among many other specific partnerships that developed beautiful campaigns, check out some.

Women’s World Cup reveals talents and increases interest in the sport

Despite not being champions, Brazil played great games in the World Cup, it was a true revelation of talent. Ary Borges, who scored three goals (hat-trick) in the first game, was one of the first highlights.

With the success of audiences in the studios and on TV and streaming , people became increasingly interested in girls from Brazil. The success was mainly among women.

Ana Vitria, Kathellen Sousa, Kerolin, Tamires Dias, Debinha, were players who stood out, despite some of them already being veterans in the Seleção. Most of them are supported by brands such as Nike, adidas, Rexona, PUMA, Gatorade, Visa, Coca-Cola, Cimed, Sensodyne and Betgol.

Representativeness

Renner campaign invites women to think about female freedom and how it is exercised

The campaign From 8 to 80, brought an exciting sight! The commercial shows the life of a woman throughout each phase, from childhood to maturity, and addresses the dilemmas and challenges that the character faces when experimenting with different ways of freeing herself. The voice behind the actress’ text Zez Mott

To achieve this, the campaignFrom 8 to 80same name as the launch film,has asquadof influential women on social media, showing that for each person and in each circumstance, freedom can have many meanings.

ESG

Emotional Bravecto commercial wins trophy at London International Awards

The beautiful commercial Protector BrotherofBravewon the bronze trophy at the London International Awards (LIA), one of the largest and most respected marketing and creative festivals in the world.

The brand managed to convey the message that a pet is part of the family, and how important it is to them. In the story, a boy with autism adopts a stray dog, and for everyone’s protection they use the Bravecto product. However, the message is not just about the product, but about care for people, animals and the environment.

To draw attention to pollution, Heineken opens floating bar in SP

Heineken took part in many ESG actions in 2023, but one of the highlights was the floating bar on the Rio Pinheiros, in So Paulo (SP). The idea was to draw the population’s attention to the conditions of the river, which has been polluted for a long time.

All revenue generated from the sale of drinks and food at the bar will go towards theFundação SOS Mata Atlntica, brand partner. AIn addition to helping the environment, it was a very beautiful and pleasant environment.

Now, at the end of the project,SOS Mata AtlnticaeHeineken opened a call for proposals to select projects that contribute to the improvement of the Pinheiros River hydrographic basin. Those selected will be supported with amounts between 50 thousand and 100 thousand reais.

Grandchildren help Boomers with app at Raia Drogasil

40 Thousand Grandchildren, provided the training of 40 thousand employees from the Raia and Drogasil pharmacy chains, the majority from Generation Z, to provide assistance to older customers in the store, and mainly to adapt to digital. This allowed Boomers to be able to shopping without depending on younger family members.

Furthermore, to help gain the trust of this public, Raia Drogasil started to highlight, in the physical coupons themselves, that the same offer has a greater discount on the app

Raia and Drogasil had a 29% increase in sales to new buyers onlineand more than a milliondownloads of the application each month, with 65% of downloads being made in the store with the help of employees.