Created by LePub, the action plays with the gymnast’s response in OOH pieces
Hemmer, the official sponsor of the Brazilian Olympic Committee (COB), together with LePub, developed out-of-home media pieces to participate in the conversation about how Brazilian gymnast Rebeca Andrade focuses before the events at the Paris 2024 Olympics.
In an interview during the Olympics, the gymnast said that, shortly before competing, she thinks about culinary recipes she sees on the internet, which surprised the Brazilian public. Thinking about this, Hemmer and LePub emphasize that “it wasn’t just any mayonnaise that she was thinking about.”
“Hemmer is the official sponsor of the ‘hmm’ that only Brazilians have. And when Rebeca gave that interview, she showed a little bit of that ‘hmm’, surprising fans and generating a huge conversation on social media. ‘Traveling in mayonnaise’ quickly became a trending topic and we were quick to make it clear that it wasn’t just any mayonnaise, it was Hemmer. We achieved absurdly high organic engagement numbers, and literally took this conversation to the streets”, explains Alex Adati, executive creative director of LePub Brasil.
The pieces were distributed at strategic points in São Paulo and should be followed by new actions.
