With a new recording of Jack Soul Brasileiro, composed by Lenine, and performed exclusively by BaianaSystem for the occasion, Iquine celebrates its 50 years of activities in a campaign created by Ampla. Based on the concept ’50 years of Brazilianness’, the action not only celebrates the legacy of Iquine in its first half century of existence, but, above all, seeks to convey the pride, love and respect of the largest paint industry with 100% national capital by the most colorful country on the planet and a constant source of inspiration and innovation for the company.
“The idea was to celebrate and express all this feeling. Therefore, the soundtrack could not be more vibrant. Composed by Lenine, one of the biggest names in national music, Jack Soul Brasileiro is a true ode to the Brazilian soul, capturing its essence and diversity. And now, in an unprecedented way, in a unique and powerful interpretation by BaianaSystem, this iconic song gains a new interpretation, infused with the vigor and rhythms characteristic of the band that has been revolutionizing Brazilian sound”, says Eduardo Breckenfeld, CSO of Ampla.
In addition to film, broadcast on TV and digital platforms, the communication strategy includes developments in OOH/DOOH, content for social networks and materials aimed at trade.
“We are the largest 100% Brazilian paint industry, founded by an entrepreneur who has a history of overcoming and daring typical of our people. To strengthen the positioning of the Iquine brand in offering products to diverse audiences, we developed a campaign that adopted a language of diversity, reflecting the brand’s ability to communicate with a wide range of consumers. Iquine has become a democratic brand, with distribution that reaches different regions of Brazil and with a product portfolio that serves all audiences and classes”, adds Magaly Marinho, Marketing and Innovation Manager at Iquine.
Check out the full film, and discover the unprecedented version of Jack Soul Brasileiro, by Lenine, interpreted by BaianaSystem.
Datasheet
Client: Tintas Iquine
Campaign: 50 years of Brazilianities
CREATION
Manuel Cavalcanti – CCO
Ali Carvalho – Creative Director
Ana Victória Borges – Head of Creation
Gustavo Rego – Head of Creation
Thiago Pitt – Head of Creation
Lenivaldo Leni – Head of Creation
Matheus Charamba – Creative Coordinator
Felipe Kayatt and Tiago Rocha – Art Directors
Thiago Cruz and Italo Matos – Editors
MUSICAL CO-CREATION
Baianasystem
onomatopoeia
AUDIOVISUAL CO-CREATION
Little House – Audiovisual Production
Marcelo Barreto – Executive Producer
Jonga – Stage Director
Caio Humb – Director of Photography
Kika Latache – Production Director
Ugo Palermo – Editor
Black Flag – Post-production
Luciano Azevedo – Color Grading
SERVICE
Juliana Queiroz – CBO
Keke Fontes – Head of Projects
Larissa Montezuma – Business Analyst
PLANNING
Eduardo Breckenfeld – CSO
Gabriela Pires – Planning Coordinator
Phelipe Menezes – Head of Social Business Intelligence
Letícia Rossiter – Community Manager
PRODUCTION
Dayane Rosas – Production Coordinator
Marília Gouveia – RTVC Coordinator
Renata Amaral – RTVC Producer
MEDIA
Débora Beltrão – Media and Data Director
Fred Teixeira – Head of Media
Marcus Mendes – Head of Digital Media
Vanessa Limeira – Media Coordinator
Fernanda Reis – Media Coordinator
Larissa Barbosa – Media Analyst
Aline Pereira – Media Analyst
CLIENT
Magaly Marinho – Marketing and Innovation Manager
Luana Benicio – Branding and Communication Coordinator Iquine
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