Campaign highlights the emotional connection of northeastern people with the June festival with the song “Ita-TumTum no meu cardiac”.
“Ita-no Coração, the beer of our São João” is the new concept of Itaipava, beer from Grupo Petrópolis, for the São João campaign. The brand values the traditional Brazilian festival, one of the most significant celebrations in the Northeast, portraying how the heart of Northeasterners beats stronger at this time of year. For the 2024 festivities, Itaipava has a special shine: the participation of the brand ambassador, Ivete Sangalo, to carry the pride of being from the Northeast and be the main protagonist of the pieces.
Declaredly in love with São João, Ivete is very happy with the partnership in the new campaign, especially as she has a personal relationship with the party.
“The first time my heart beat faster was at a São João party. I remember it like today: I was watching Oswaldinho do Acordeón’s show, in the city of Senhor do Bonfim, and he invited me to go on stage. That was the first time I introduced myself. Afterwards, I never stopped standing on the edge of the stage waiting for my moment to go up”, says Ivete, excited.
Watch the video below:
With the new campaign, Itaipava connects with the northeastern consumer, reinforcing its support for São João. In the film, the brand presents the pride that people have for São João and how much this party makes the hearts of northeasterners beat faster, whether it’s choosing a typical dress, preparing your own party, or listening to the sound of the accordion. The piece also features Ivete singing a song specially made for the commercial, “Ita-TumTum no meu vento”, co-created by WMcCann, the agency that signed the 360º campaign, in partnership with music producer Serginho Rezende, from Comando S.
Also for this year’s São João campaign, the brand incorporates the heart as a key visual element, symbolizing the love of people from the Northeast for June traditions, so that this message resonates clearly with the public.
“Itaipava recognizes the importance of this festival for the people of the Northeast, not just as a celebration, but as a moment of cultural reaffirmation. Therefore, the brand is committed to promoting and enhancing this tradition. The new campaign is also a way of saying that Itaipava has its heart in São João, along with every person who celebrates this special time of year”, explains Diego Santelices, head of Communication and Media at Grupo Petrópolis.
Since May 23rd, the campaign has been on TV and digital platforms, highlighting a collaboration on Instagram between Ivete and Itaipava, and will run until June 30th. The communication strategy will feature digital pieces that communicate nationally, with a 100% media focus on the Northeast, strengthening the bond that the brand has with the Northeastern consumer.
Exclusive can created for the Northeast
Itaipava is the most consumed beer brand in Brazilian homes and this leadership is even greater in the Northeast, where the brand is present in 30% of homes.
“Northeasterners love São João and are the Brazilians who consume the most Itaipava, which is why we focused our campaign on this region, once again taking advantage of the opportunity to be the official beer of the party that Northeasterners like most”, says Cristiane Rosa, Marketing Manager from Itaipava.
To pay homage to local culture and celebrate the occasion, Itaipava created an exclusive commemorative tin for the feast of São João. Signed by WMcCann in partnership with northeastern artist Cristxine (@cristxine), who is also passionate about northeastern culture and prints this passion in his art. Created to honor the date, the cans will be sold exclusively in supermarkets and convenience stores in the capitals Recife (PE), Salvador (BA), João Pessoa (PB), Natal (RN), Aracaju (SE and Fortaleza (CE), in addition to of being a protagonist in São João de Petrolina. The cans were inspired by naive art, which carries a narrative and figurative character very present in northeastern culture, with genuine traces of the São João festival.
“When we started thinking about the campaign, we wanted something that would really touch the hearts of people from the Northeast and celebrate this event that is so fundamental to the culture of the region. We chose to incorporate regional elements in a way that paid homage to traditions, such as typical music and festive decoration. The idea of the heart not only symbolizes the love for June traditions, but also Itaipava’s commitment to keeping this tradition alive and vibrant, helping to enhance its dissemination”, says Alessandra (Lele) Pereira, Creative Director at WMcCann.
Itaipava in São João de Petrolina
In 2024, Itaipava renewed its sponsorship of the São João de Petrolina festival, bringing a series of activities to enrich the festivity. One of the biggest June festivals in the Northeast, which takes place between the 14th and 24th of June (except the 17th), with shows by big names in music free of charge to the public.
Anyone arriving in the city for the São João festival will be welcomed at Petrolina Airport by a trio of accordion players from Itaipava, dressed in character, who will play the best of forró, immersing everyone in the June atmosphere.
In the event space, customized Itaipava tents will serve as the main points of contact with the public, offering beer, as well as interactive experiences. The brand will also feature activations and Instagrammable spaces.
“Sponsorship of traditional events such as São João de Petrolina allows us to connect directly with the public through interactive experiences that value local culture and strengthen brand recognition and memory”, comments José Luis Sinti, head of Sponsorship at Petrópolis Group.
In the Itaipava box, there will be an activation area with a studio for real-time content production. Influencers invited by the brand will interact directly with the public through simultaneous broadcasts, in addition to receiving guests and generating live content. The squad of influencers present at São João de Petrolina will feature names such as Mileide Mihaile (@mileidemihaile), Jojo Todynho (@jojotodynho), Nicole Bahls (@nicolebahls), Cristian Bell (@cristianbell), Tati Machado (@tati), Alvaro Xaro (@alvxaro), Mirela Janis (@mirelajanis) and Yugnir (@yugnir).
In addition to São João de Petrolina, the brand will also sponsor PNZ Sunset, a traditional “warm-up” party that takes place on June 21st, at Marina do Iate, on the banks of the São Francisco River. This year, Nattanzinho (@nattan) will be the main attraction of the program, which promises to be a lively and unforgettable warm-up for São João de Petrolina. As a sponsor of the event, Itaipava will be present with bars and Instagrammable spots.
Still in Pernambuco, Itaipava will be present at other events, with emphasis on Arrasta Pé, the main June festival that takes place in Recife and the region between the 7th and 8th of June. The actions strengthen Itaipava’s presence in different parts of the Northeast and also reinforce its role in keeping the essence of this festival so important and significant for the region alive.
Datasheet
Agency: WMcCann
Client: Petrópolis Group
Product: Itaipava
Campaign name: Ita-No Coração A Cerveja do Nosso São João
Client Team: Giulia Faria, Diego Santelices, Camila Felippe, Tomas Lombardi, Evelym Barbosa, Priscila da Fonseca, Stephanie da Silva, Julia Vaz, Thais Miranda and Douglas da Silva
Chairman: Hugo Rodrigues
CEO: Renata Bokel
COO: Carol Escorel
Executive VP and general director of WMcCann SP: Vitor Lieff
CCO: Dani Ribeiro
ECD: Alessandra Sadock
Creative Director: Alessandra Pereira
Associate Creative Director and Jaime Agostini
Editor: Renata Casonato and Bob Ferraz
Art Direction: Amanda Pirovani
CSO: Agatha Kim
Planning: Maurilio Filho and Pedro Hypolito
Executive Director of Content: Larissa Magrisso
Content: Irys Roque, Magalli Lima, Mariana Félix, Laura Sales and Samanta Melo
Influencers: Kainã Faria, Caio Vaz, Hadassa Lima and Júlia Albuquerque
Business Director: Fernanda Duca
Service: Marcia Fernandes, Mayara Nascimento and Rhayna Lebrão
VP of Media: Andreia Abud
Media: Anita Barcellos, Pedro Judice, Juliana Colorado, Angela Pires, Beatriz Toledo, Fernando dos Santos and Pietra Fernanda
VP of Data & Business Growth: Vitor Miguel
BI: Felipe Borges, Vinícius Hamburgo and Diana Silva
Social Media: Camila Oliveira, Marcelle Rodrigues and Gabriela Lima
Head of Production: Camila Naito
Integrated Production: Dani Toda, Felipe Lopes and Tamires Jesus
Graphic Production: Maurício Martim, Nereu Marinho and Claudio Costa
Projects: Erika Casal, Kazuo Sugui, Luara Fernandes and Walter Marcelino
Public Relations: Kerena Neves and Giulia Camargo
KV: Estúdio Icone
Creative Director: Paulo Botelho
Producer: Fernanda Leme
Illustration: Cristxine
Curation and Executive Production: Norte
Production Management: Bruno Narvaez and Victoria Pandolfi
Art Assistant: Nico Guedes
Film producer: Surreal Hotel Arts
Director: Carlão Busato
CCO: Carlão Busato
COO: Cris Chacon
Executive Director: Milena Trindade
Executive Production: Ale Borzani
Head of Production: Lu Martins
Creative Direction: Bruno Cerqueira
Creative Development: Luis Michelazzo, Alex Ulhoa, Vitor Matheus, Victória Isabela da Silva and Sol Ômigra.
Creative Assistant: Rosa Morbach
Line Producer: João Avena and Olivia Fuchs
Line Producer jr: Matheus Monteiro and Tabata Viana
Jr Coordination: Ana Alegretti
Coordination Assistants: Bruna Brito, Beatriz Prado
ESG: Deborah Costa
HR Intern: Yasmim Alcantara
Communication intern: Sthefany Sampaio
Director of Photography: Flávio Zangrandi
Art director: Paty Pereira
Production directors: Claudia Reis and Cris Moura
1 Assistant Director: Filipe Francisquini
2 Assistant Director: Mauricio Zatoni
3 Assistant Director: Bernardo Odwyer
Production assistants: Dani Guedes, Helena Marfuz and Quesi Pimenta
Production intern: Thiago Gabriel
Art producer: Gabrielle Laragnoit
Assistant Art Director: Mariba, Luma Paula, Jessica Da Silva
Object Producer: Cristiane Carlos
Object Assistant: Anderson Queiroz
Cenotechnician: Felipe Cipriani
Casting Producer: Delmário Souza
Casting assistant: Nickson Jardel
Location producer: Inailton Oliveira
Fashion designer: Giovanna Moretto and Maria Come
Costume assistants: Gabriela Arnaoutte and Marielle Santos
Makeup artist: Anderson Queiroz
Makeup artist assistants: Janaina da Silva, Abigail Mariano, Iasmine Nevez and Paloma Marques.
Ephesian: Miranda Gibin
Effect assistants: Inara Leme and Tatiana Dager
Still photographer: Rafa Mattei
Direct Sound: Napoleão Cunha and Eduardo Ramos
Steadycam: Maoma Faria
Surreal Finisher: Igor Luiz
Post Production Coordinator: Carol Fernandes
Powder coordination assistant: Cinthia De Vette
Island operator: Leandro Ferreira
Finisher: Cris Arbex
Editing: Jon Kadocsa and Camila Ribeiro
Junior Editor: Igor Luiz
Post-production house: Warriors VFX
Color Correction: Bleach
Sound Producer: Comando S Audio
Music Director: Serginho Rezende
Music Production: Lucas Rezende
Finishing: Team Command S
Service: Elis Pedroso and Andrea Barreto
Making of: Cine Motion Films
IVETE SANGALO TEAM
Assessoria: Ana Aschenbach – Perfexx
Image: Gisele Maahs
Make: Markito Costa
Stylist: Marcos Gurgel
Still Photographer: Rafa Mattei
*Cover photo: Disclosure/Itaipava
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