First episode features Bruna Pastorini, CSO and partner at Druid, and Marcela de Masi, executive director of branding and communication at Grupo Boticário
The partnership between Druid and O Boticário bore great fruit at MMA Smarties 2023. With ‘Sorority Server’, agency and brand were awarded GP, Gold in Games/Gamification & E-Sports and Silver in CX/UX; and ‘Fol.IA’, another case of the partnership, won Gold in Innovation and Bronze in E-commerce/Retail Media.
‘Sorority Server’ sought a solution to a problem that, unfortunately, is still very common in online games: the sexism that women suffer when the game takes place on open channels. Based on this, Druid and Boticário created a Discord channel just for women to play.
In the work ‘Fol.IA’, Boticário presented a set of images generated by AI with suggestions for makeup for Carnival. The action brought makeup from the brands O Boticário and Quem Disse, Berenice? for different face shapes and skin tones.
Druid and O Boticário premiere this Monday (24) the podcast series with the winners of MMA Smarties Brasil 2023. In this first episode, the editor of propmark Vinícius Novaes talks to Bruna Pastorini, CSO and partner at Druid, and Marcela de Masi, executive director of branding and communications at Grupo Boticário, who delved deeper into the cases and gave agency and client views.
The series continues with AlmapBBDO and Pepsico, on July 1st; CP+B and 99, on the 8th; VML and Kenvue, on the 15th; RGA and LinkedIn, on the 22nd; AlmapBBDO and Eletromidia, on the 29th; Le Pub and Heineken, on August 5th; and Druid and Samsung, on the 12th.
MMA Smarties Brasil 2023 awarded two GPs, 16 Gold, 15 Silver and 16 Bronze, in addition to the Advertiser of the Year awards for the Heineken Group; Agency of the Year for Wunderman Thompson Brasil (currently VML); Independent Agency of the Year for Druid Creative Gaming; and Communications Group of the Year for WPP Group.
Registration for this year is now open and can be done via the MMA Smarties Brasil 2024 website. The deadline to participate ends on August 16th and the winners will be announced on October 22nd, in a ceremony held right after MMA Innovate Brasil , at the Hotel Unique, in São Paulo (SP).
