The platform “This has a Quê de Piraquê”, co-creation between Lew’Lara\TBWA and BFerraz, positions the brand using attributes of innovation and originality
Piraquê, a brand of the M. Dias Branco group, has chosen the musician and composer Zeca Pagodinho to present its new communication platform, “ Isso tem um Quê de Piraquê”, which aims to work on attributes of innovation and originality. The artist leads the Unidos da Originalidade, which also includes the participation of influencers, and was awarded the title of “Master of Originality.” The project is a co-creation between Lew’Lara\TBWA and BFerraz, a B&Partners.co company.
The artist’s choice for the brand was driven by a story that began circulating on social media some time ago, when a 1967 ad for Piraquê with a little boy was rescued and network users began to compare the image with a photo of Zeca Pagodinho as a child. The repercussion led the artist to explain that it was not him, but he took the opportunity to declare himself a fan of the brand and ask for “receipts”. He used that famous wit that only Zeca has.
Based on this relationship, the brand invited the artist to assume the position of “Master of Originality”. According to Fábio Melo, Marketing director at M. Dias Branco, the link between the brand and Zeca happened naturally. “Piraquê is part of Zeca’s life and history, which for us is a Master of Originality and a personality that represents our brand”, he said.
According to the company, the platform “This has a Quê de Piraquê” aims to encourage and inspire ideas that have originality as an intrinsic value and should promote various actions throughout the year with the “Unidos da Originalidade” movement.
The company’s film premieres this, 15, on open TV.
