‘It all starts with a Retro’. This is the starting point of the campaign created by DM9 for the launch of the new colors of the Retro Minibar, from Brastemp. Considering that the product is one of the greatest achievements of adult life and transforms the entire universe around it, the Whirlpool brand promoted the “retrofit” of an apartment in the historic Martinelli Building, a symbol of the city of São Paulo and which celebrates its centenary this year.
The renovation was curated by Two Lost Kids, a duo of influencers with a background in the fashion world, based on the new models of the Retro Minibar. Thus, the space gained colors, textures, furniture and atmospheres that connect with the products: Classic White, Blue Zircon, Green Jasper and Rose Quartz. The launch event at the space received around 200 guests, including names such as João Guilherme, Malu Borges, Vivi, Luiza Parente and the Blogueirinha as master of ceremonies.
To reinforce the brand’s positioning and invite Generation Z to express their individuality, the brand entered into an unprecedented partnership with Pinterest. On the platform, the public became content creators for the brand, co-producing mood boards with items and decorations that best match the new colors of the minibars. With a leading role in the creation of environments, such as bedrooms, living rooms and other spaces, the Retro Minibar became the most pinned object on the social network.
Pinterest interactions gave life to films created for digital media. In them, each time the product rotates and changes color, the pins begin to appear in animated and vibrant moodboards. The entire communication concept involves highlighting that Brastemp Retrô can be the first object in a home and that it opens doors to a world of possibilities and different styles for the rest of the decoration. Check out the campaign film.
Last year, Brastemp underwent a rebranding, bringing a new brand of communication closer to the new generations. Since then, the home appliance brand has sought to reach out even more to Generation Z through new product concepts.
“Since last year, we have been approaching the new generations. Studies show that these consumers already have a very strong purchasing decision-making power, and that this will continue to increase in the coming years,” says Bertha Fernandes, Head of Brands and Communications at Whirlpool.
Datasheet:
Agency: DM9
Campaign: Start with a retro
Advertiser: Whirlpool – Brastemp
CEO: Pipo Calazans
CCO: Icarus Doria
COO: Thomas Tagliaferro
CSO: Sthepanie Campbell
VP OF CREATION: Laura Esteves
Creative direction: Felipe Revite, Filipe Rosado
CREATED BY: Felipe Revite, Filipe Rosado, Thomaz Maksud, Ygor Silva
EXECUTIVE BUSINESS DIRECTOR: Daniela Glicenstajn
SERVICE: Camilla Ribeiro, Camila Coelho, Bruna Ferreira
PROJECTS: Flavio Abrahao, Eliza Abdalla and Thais Arrais
VP OF MEDIA: Renata Valio
MEDIA: Bruno Simoes, Elisa Lustosa, João Vale, Bruna Raissa PLANNING: Alexandre Savio, Tamires Youssef
CREATIVE PRODUCTION: Anna Ferraz, Beatriz Brandão
DIGITAL PRODUCTION: Carla Lustosa, Cassilene Rocha
CLIENT APPROVAL: Bertha Fernandes, Haline Pinto, Maria Julia Albuquerque, José Filho and Debora Fantinato
Image Producer: BOSON POST
Executive Production: Ezany Brandão
Service: Camila Chaim de Montier Ferraz
Post Direction: Ton Ruey
Effects Supervisor: Eduardo Brandão
Coordinator: Carlos Fernandes and Lucas Serafim
Producer: Pablo Polo
Motion: Fernando Dias and Icaro Reis
3D and Comp: David Lacerda
3D Simulation: Danilo Almeida and Rodrigo Angelis
Juan Gimenez: Technical/IT Support
Audio Production: HEFTY
Producer: Edu Luke, Cris Botarelli, Otavio Cavalheiro, Bruno Camara, Celso Moretti, Tuco Barini and Renan Marques.
Service: Debora Carvalho, Thais Gazoli and Ana Peluzo
Coordination: Larissa Durante, Fabi Lugli and Susi Rodrigues
Digital pieces producer: Point Media
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