‘We Made History’ was signed by the agency Wieden+Kennedy SP
Fluminense recently announced the new main sponsor: the Superbet bookmaker enters, Betano leaves. And in farewell to this partnership, which lasted between 2021 and 2024, the brand and Wieden+Kennedy SP present ‘We Made History’.
The film portrays historic moments accompanied by the song ‘T Escrito’ in the voice of Cartola, a tricolor fan. Made with the support of Artificial Intelligence tools, the narration pays homage not only to the club, but also to all the fans represented by the samba singer.
With the help of AI software, hours of interviews and hundreds of the samba singer’s songs were analyzed and selected. The initiative was designed with the support and authorization of the artist’s family for their copyrights, the agency reported.
The campaign will have a 360 strategy that includes open TV, outdoor, social and digital media.
“Using as a reference a song that became a symbol for the fans, we recreated a unique moment in which one of the tricolor’s most famous fans could also sing this song and immortalize this moment of glory”, said Rodrigo Jatene, CCO of Wieden+Kennedy Amrica Latin.
Before Cartola
Artificial Intelligence was also used in a Volkswagen campaign, carried out by AlmapBBDO last year, which provided a ‘reunion’ between Elis Regina and her daughter Maria Rita.
In the film, to the sound of ‘Como Nosso Pais’, a classic by Belchior immortalized in the voice of Elis, they performed a duet through technology. The idea of the campaign was to show that ‘new things always come’.
