“The most beloved Valley in the city” is promoted on social media
Swile recreated the music video for “Oração”, by “Banda Mais Bonita da Cidade” in a new campaign, with the aim of warning companies about the risks of rebates, an illegal practice common among traditional meal and food voucher companies.
Set in a corporate scenario, the sketch presents a series of common and unpleasant situations in the workplace. The outcome shows how the benefits of the Swile card can transform “The funniest Valley in the city” into “The most loved Valley in the city”.
“We call communication in the B2B world “Boring 2 Boring”. The sector still thinks of brands in a boring, protocol way. Swile believes that behind each CNPJ there are CPFs that carry opinions, emotions and worldviews to take the best decisions for the business. In this case, we wanted to find some element of culture that would help us convey in a playful way the advantages for companies and HR professionals when leaving the old valleys and moving to Swile”, explains Bruno Montejorge, VP. of marketing at Swile Brasil.
“The campaign was created entirely in-house. We worked from developing the idea, writing the parody and hiring the influencers and the entire production team. In addition to achieving the desired result, there was a lot of engagement from a team that already breathes the Swile brand “, says Fernando Borsatto, head of marketing at Swile and one of the composers of the adaptation of the original lyrics. Beatriz Vettorazzo and Leo Fressato are also responsible for the song.
The clip “The most beloved valley in the city” is being promoted on social media.
