O Carnaval That time of year when we awaken the alter ego that has been stored all year, just waiting for the right moment to be revealed. This is the great inspiration for Beer Carnival Itaipavawhich brings great news: “Vevita Sangalo”, the alter ego of Ivete Sangalo, one of the biggest names in Brazilian music. In the new campaign, the brand reveals Ivete as an ambassador and also presents the hit called ‘A favored by Vevita’.
“Where Ivete Sangalo and Itaipava guarantee joy and Carnival. Vevita is that persona that appears when fun sets in, an energy that takes over us and transforms us into what we want”, says Ivete Sangalo.
With an irreverent, light style, in addition to recognized quality, just like Itaipava beer, Ivete Sangalo inaugurates work for the brand with the campaign “Ita-pra mim esse Carnaval, Ita-pra voc essa Itaipava”, a new phase of the campaign “ Ita-for me this summer.” Alongside João Pimenta, a comedian from Bahia, the singer stars in the film released last Sunday (21), during the break of The Masked Singer Brasil, also presented by the singer.
“By choosing Ivete for our carnival campaign, we embrace a partnership that aligns with the energy, joy and authenticity that Itaipava represents. Ivete personifies the passion and celebration of Brazilian carnival, and this truth is what we bring to our brand”, explains Cristiane Rosa, Marketing Manager at Itaipava.
It was also on the stage of The Masked Singer that “Vevita Sangalo” was revealed. During the premiere, the presenter sang and danced to the new hit ‘Vevita’s favorite’, created exclusively for the Itaipava campaign.
“Ivete is the biggest reference of Carnival, and the entire campaign narrative, which brings together a super hit, has everything to build conversations and enormous engagement. In addition, the campaign will be broadcast nationally on open, digital, social and OOH TV in strategic locations. With all this movement, we expect a boost in sales”, explains Diego Santelices, head of Communications and Media at Grupo Petrpolis.
The song ‘Vevita’s favorite’ was composed by Samir Trindade, Gigi Cerqueira and Radams Venncio, co-created with WMcCann, the agency responsible for all 360 actions of the brand with the singer. The choreographic direction was signed by Lucas Souza, from the singer’s team.
“A good carnival worker is the one who prepares an avenue to release his alter ego, and Ivete is one of them. Inspired by their creativity and energy, we created a campaign for Itaipava that reflects the true Brazilian Carnival, bringing two personalities that represent our culture, in addition to exalting the attributes of Itaipava beer”, says Alessandra (Lele) Pereira, Creative Director at WMcCann.
On social media, the singer and comedian also control the brand’s profile with different content that highlights Itaipava’s attributes, always reinforcing imported malt, German hops and produced as Brazilians like.
The public can still develop their skills by dancing with Ivete Sangalo, learning the official choreography of the Carnival hit. Furthermore, the brand will present iconic carnival stories from influencers and followers who will have their alter egos successfully presented. In addition to João Pimenta, the squad Itaipava Carnival also features names such as Lexa, Brunna Gonalves, Alvaro Xaro, Laura Britto, Thiago Martins, among others, responsible for amplifying the brand’s communication.
Check out the full campaign film below.
Technical Sheet
Agent: WMcCann
Client: Petrpolis Group
Product: Itaipava
Campaign name: Vevita’s Favorite
Client Team: Giulia Faria, Diego Santelices, Camila Felippe, Tomas Lombardi, Cristiane Rosa, Priscila da Fonseca, Stephanie da Silva, Julia Vaz, Douglas da Silva and Thais Miranda
Chairman: Hugo Rodrigues
CEO: Andr Fran
Executive VP and general director of WMcCann SP: Vitor Lieff
CCO: Dani Ribeiro
ECD: Alessandra Sadock
Creative Director: Alessandra Pereira
Associate Creative Director: Jaime Agostini
Creation: Jaime Agostini, Fabio Noremberg, Paulo Rodrigues and Mateus Gomes
COO & CSO: Renata Bokel
Planning: Maurilio Filho, Pedro Hypolito and Beatriz Caran
Head of content: Patricia Colombo
Content: Magalli Lima, Mariana Teixeira, Cssio Tadeu, Samanta Melo, Victor Faviero and Laura Sales
Influence: Kain Faria, Caio Vaz and Hadassa Lima.
Business Director: Fernanda Duca
Service: Marcia Fernandes, Mayara Nascimento and Rhayna Lebro
VP of Media: Andreia Abud
Media Director: Pedro Judice
Media: Pedro Lara and Angela Pires
Head of Data: Felipe Borges
BI: Vinicius Hamburgo, Camila Oliveira, Marcelle Rodrigues and Gabriela Lima
Head of Production: Camila Naito
Integrated Production: Dani Toda, Felipe Lopes and Tamires Jesus
Graphic production: Maurcio Martim, Nereu Marinho, Claudio Costa and Flavio Sato
Fotgrafo: Rafa Mattei
Retouching: Rafa Mattei + Fernando Arrais
Projects: Erika Casal, Kazuo Suguiu and Luara Fernandes
Public Relations: Kerena Neves and Giulia Camargo
Film Producer: Boiler Filmes
I would say: Liv Stacciarini and Nico Matteis
Executive Producer: Juliana Martellotta
Head of Service: Larissa Perrotta
Service: Amanda Arcaro, Jonas Monte and Maria Clara Gonalves
Head of Production: Juliana Sigolo
Coordinator: Cynthia Gama
Coordination Team: Bruna Fernandes, Cintia Varella, Marina Rohnik
Production Director: Lus Fernando Carvalho Leite
Production Director: Fernando Leite
Director of Photography: Junior Malta
Art Direction: Thiago Cusack
Fashion designer: Milton Fucci
Still Photography: Tinho Souza
Head of Post-Production: Ricardo Quintela
Editing: Rodolpho Ponzio and Ana Vedovato
Finishing: Rodrigo Azambuja, Renata Dalbem and Rafael Baro
Finishing Assistant: Jean Neto
Color Grading: Acauan Pastore
Post-production: Plural Image and Sound
Sound Producer (Mixing and finishing): Comando S Audio
Finishing: Team Command S
Coordination: Andrea Barreto/ Paulo Galvo
Service: Elis Pedroso / Andrea Barreto
Music ‘A Favorita da Vevita’
Creation, Composition, Production and Musical Direction: Samir Trindade/ Gigi Cerqueira/ Radams Venncio
Performer: Ivete Sangalo
IVETE SANGALO TEAM
Assessoria: Ana Aschenbach Perfexx
Image: Gisele Maahs
Make: Markito Costa
Stylist: Rita Lazzarotti
Choreographer: Lucas Souza
TEAM JOO PIMENTA
Advisory: Letcia Sotero/ ASMINA.CO
Makeup: Ana Carolina de Jesus Santos
Stylist: Milton Fucci
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