BETC HAVAS and Parmalat are launching a new campaign this week with gymnast Rebeca Andrade, promoting the Parmalat WheyFit product line. The campaign, which coincides with the start of the Paris Games, includes a film narrated by Dona Rosa Santos, the athlete’s mother, as well as digital and OOH campaigns.
The film, with an emotional tone, narrates the gymnast’s journey from childhood to her preparation for the competition in Paris, highlighting the WheyFit product at the end.
“If there is one person who was fundamental in Rebeca Andrade’s growth, it is her mother, Dona Rosa. When all the spotlights will be on our greatest athlete, we decided to also shine a light on this woman, who has been a strength throughout her life. It confirms that, with a good foundation, it is easier (or less difficult) to follow a successful path. In addition, it was an immense joy to be able to provide Dona Rosa with her first trip outside of Brazil. An emotion that both of them deserved to experience”, says Sophie Schönburg, VP of Creation at BETC HAVAS.
In addition to the film, the campaign included Dona Rosa’s trip to Paris to accompany her daughter. This is the first time she has watched Rebeca compete outside of Brazil. Content produced during the trip shows the gymnast’s routine from her mother’s perspective.
“Rebeca’s values of ambition, engagement and simplicity are aligned with those of Lactalis and we are delighted to have Rebeca as a representative of Parmalat WheyFit. The WheyFit line offers the best of milk protein with a complete line of ready-to-drink versions with 15g of protein in 6 flavors and powder with 21g of protein in 3 flavors”, explains Guilherme Portella, communications director at Lactalis.
Since 2021, Parmalat has been in the category of UHT drinks with high protein content and Whey powder and Rebeca is not the only Olympic athlete sponsored by the company. Canoeist Isaquias Queiroz, Alison dos Santos, from track and field, and tennis player Luisa Stefani also receive support from the brand and Parmalat WheyFit.
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Datasheet
Agency: BETC HAVAS
Title: Little star
Advertiser: Lactalis of Brazil
Product: Parmalat WheyFit
CCO: Erh Ray
VP of Creation: Alexandre Vilela (Xã) and Sophie Schonburg
Creative Direction: Juliano Almeida, Melyssa Pottker and Paula Junqueira
Creation: Rafael Santos, Melissa Vaz, Kaue Fregolon, Fabio Correa, Jessyca Azevedo and Maria Clara Cardão
Brands & Business: André Gomes, Paula Basso, Marcela Jundurian, Stefany Soria, Luiza Fontoura and Vitor Marianno
Channels & Engagement: Brunno Froes, Henrique Bellini, Thiago Mondoni, Everton Emerenciano, Pedro Albuquerque, Rodrigo Simões, Fabian Mattua, Julia Doretto, Mayara Silva, Aline Santos
Strategy: Patrick Serta, Thiago Estevam, Gabriela Souza.
Content: Daniela Lima, Renata Randall, Fernanda Conceição, Yasmin Ribeiro, Alexsandro Costa, Elaine Oliveira
Production Director: Ana Casagrande
Production: Virginia Machado and Larissa Guimarães
Producer: Santeria
Movie director: Gabriel Pinheiro (GabMeta)
Creative Director: Felipe Luchi
Customer Service Director: Paty Silveira
Service: Helen Gazetta, Gabriella Reis, Luana Lauricella
Production coordinator: Ana Paula Domingues
Production Director: Maria Fernanda Simon
Producer: Luan da Silva Vieira
Art director: Kaliane P. Rodrigues
Costume producer: Stephany Alves
Make&Hair: Luciana Leite
1st Assistant Director: Eduarda Felsmann
Director of photography: Caio Humberto Ferreira
Making Of: Gabriel Camargo
Casting Producer: Dennys Carvalho
Cast Rebeca 10 years: Lara Chagas
Cast Rebeca 5 years: Milena dos Santos Sena
Cast Rosa (mother Rebeca): Ingrid Lima Messiah
Post-graduate coordinator: Alexandre Fernandes Pissara
Coordination assistant: Yasmin Gama and Ygor D. Mathias
Finisher: Diego Alonso
Edition: Elvis Lins
Motion: Vfx House
Cor: Luciano de Azevedo
Audio Producer: Queens Music
Executive Sound Production: Drink Lima
Musical productor: Drink Lima
Service: Adriana Ribeiro and Dani Celer
Coordination: Matheus Ribeiro and Adriana Ribeiro
Customer approval: Patrick Sauvageot and Vicente Benedictis
