Meta created Threads to beat Twitter, which became X
One of the most talked about campaigns of the year, VW Brasil 70: The new came again used artificial intelligence to place singer Maria Rita alongside her mother, Elis Regina, who died 41 years ago. For the first time, they sang together the song Como Nosso Pais, by Belchior.
Created by AlmapBBDO to celebrate the 70th anniversary of the German automaker, the film released on July 3rd divided opinions. Some consumers praised the use of technology to emote, others questioned the ethical limits intrinsic to using the tool to revive people. On July 10, the National Advertising Self-Regulation Council (Conar) opened ethical representation to analyze the campaign, but the process was archived. The brand and agency resumed broadcasting the film, one of the three nominated for propmark’s Best of the Year in the Campaign category.
Another controversy involved big tech. Meta, owner of Instagram, Facebook and WhatsApp, launched the Threads social network with the intention of competing with Twitter, acquired by billionaire Elon Musk in 2022. On July 24, Musk renamed the network to X, ending the presence of an icon embedded in the global history of social networks.
Google launched Bard in Brazil, an artificial intelligence technology boosted by Gemini, the most advanced AI model announced this December.
Cover story analyzed the creation of the position of chief happiness officer (CHO) by companies. The brands that jumped on Barbie’s pink wave were really happy. Warner’s live-action, one of the most anticipated films of the year, inspired countless activations in the most diverse segments, which took advantage of the affective memory created by the doll to establish connection and engagement with consumers. Barbiemania not only attracted a legion of fans to cinemas, stores and shopping malls, but also an audience on social media. On TikTok alone, there were more than two billion posts.
While Globo announced a new visual identity for the Professionals of the Year Award, which is now identified by the abbreviation PPA, Grupo Dreamers won the account from then Via, now Grupo Casas Bahia, after a long season on VLMY&R. The project brought back the signature Total Dedication to You in work conducted by Pullse, an agency belonging to the Dreamers Group. The first campaign was launched in September with the return of poster boy Fabiano Augusto. A month later, Allan Barros, CEO of Pullse, gave an interview to propmark to detail the plan that aims to put Casas Bahia in consumer preference again, said Barros.
On social media, the action I shave for this, by Gillette Venus, which features Claudia’s PPK as the brand’s influencer, divided opinions. Marketing director Nicole Jardim said that the action was guided by respect for each woman’s relationship with her skin and the decision of whether or not to opt for waxing.
August highlights OOH
The third medium with the most advertising investments in the country, the out-of-home medium has gained the preference of brands. Special Edition listed the reasons for the acceleration, after a sharp drop during the pandemic.
A project by Eletromidia and AlmapBBDO, which won Gold in Media and Bronze in Brand Experience & Activation at this year’s Cannes Lions, Abrigo amigo started at ten bus stops in São Paulo, and soon announced the goal of opening one hundred spaces within 90 days , including Rio de Janeiro. Representative entity of the OOH media, Central de Outdoor took the opportunity to relaunch its award after ten years. The winners were announced at a ceremony held in September in São Paulo.
In August, propmark highlighted a sector that can still generate a lot of advertising business. Practically anonymous, agribusiness needs to intensify marketing actions to reach the end consumer. Specialized agencies emerge to dialogue with the entire chain.
September brings The Town
One of the most anticipated festivals of the year, The Town took place in So Paulo on the 2nd, 3rd, 7th, 9th and 10th with sponsorship from 30 brands. Heineken, Volkswagen, Riachuelo, KitKat, Seara, Ita, iFood, Latam, Vivo and Porto were some of the players responsible for more than 220 activations described in a report that became a headline. The festival signed by Rock World, the same company that organizes Rock in Rio, generated around R$1.7 million, according to data from Fundao Getulio Vargas (FGV).
Understanding the social movements and aspirations that can benefit or harm the image of brands is a continuous work of propmark reporting. One of these phenomena is woke capitalism, which pushes companies to the center of the social battle.
The awakening to the defense of identity groups is a path of no return, but criticism about exaggerations and cancellations is beginning to reach political spheres, forcing company leaders to review the weight of the social agenda in their marketing strategies.
Read the full report in the printed edition of December 18th.
