Brastemp launched its new advertising campaign on Sunday, September 1st, during the Fantástico break. The campaign reflects on everyday behaviors, such as the habit of looking at recipes on your cell phone without ever putting them into practice.
“Since the brand was repositioned a year ago, Brastemp has become even closer to all types and styles of homes. To consolidate this milestone, we launched a new campaign focused on one of our main categories, encouraging consumers to open their minds to new features that add even more to their daily lives. With the concept ‘opening a Brastemp is opening your mind’, we made the emotional connection between Brazilians and the brand tangible and explored, in a light-hearted way, how it relates to different behaviors in delivering the product’s features. It’s not about the technology our products offer, but rather about the impact that the technology of a Brastemp has on your life”, comments Bertha Fernandes, Head of Brands at Whirlpool.
The new campaign is one of the largest investments in the brand’s history, with a 115% increase in investment compared to the previous campaign. The strategy includes broadcasting on TV, online and digital platforms, with the concept “opening a Brastemp is opening your mind” being explored in different everyday situations.
The main commercial in the campaign highlights the Freeze Control Advanced function, which preserves meat for up to 10 days without freezing, ideal for homes with busy routines. Other commercials cover features such as the Fresh Box compartment, which keeps fruits and vegetables fresh for up to 15 days, and the Carbon Filter, which eliminates odors in the refrigerator.
The campaign, created by DM9, seeks to bring the brand closer to new generations, presenting Brastemp as a high-performance option, attractive design and advanced technology for Brazilian homes.
In addition, the campaign involves influencers such as Sabrina Sato and João Guilherme, who were invited to try out the new features of Brastemp products. The brand also reinforces its presence with sponsorship in the broadcast of Rock In Rio in partnership with Globo and Multishow during the month of September.
TECHNICAL DATA SHEET:
Agency: DM9
CEO: Calazans Piper
CCO: Idear Doria
COO: Thomas Tagliaferro
CSO: Sthepanie Campbell
VP OF CREATION: Laura Esteves
Creative direction: Philip Revite, Philip Rosado
CREATION: Arthur Mourão and Gustavo Moraes
EXECUTIVE BUSINESS DIRECTOR: Dani Glicenstein
SERVICE: Camila Coelho, Leticia Coscarelli
PROJECTS: Claudia Maciel, Eliza Abdalla, Thais Arrais
VP OF MEDIA: Renata Valios
MEDIA: Bruno Simoes, Elisa Lustosa, João Vale, Bruna Raissa and Matteus Lopes
PLANNING: Alexandre Savio and Tamires Youssef
CREATIVE PRODUCTION: Anna Ferraz and Jess Thomaz
DIGITAL PRODUCTION: Carla Lustosa, Cassilene Rocha
CLIENT APPROVAL: Bertha Fernandes, Haline Pinto, Luis Portela and Jose Filho
FILM PRODUCER: Boiler Films
DIRECTION: Dulcidio Caldeira
EXECUTIVE PRODUCTION: Juliana Martellotta
HEAD OF SERVICE: Larissa Perrotta
SERVICE: Carolina Teixeira, Manu Fenerich, Jonas Monte and Sheila Santos
HEAD OF PRODUCTION: Juliana Sigolo
COORDINATING TEAM: Cynthia Gama, Cintia Varella, Marina Rohnik and Joyce Carvalho
PRODUCTION DIRECTOR: Robertinho Beauty
RENTAL PRODUCER: Gabriela Salgado
1st ASSISTANT DIRECTOR: Bruno Roberti
ART DIRECTION: Erica Betbeder
COSTUME DESIGNER: Heloyse Philip
CASTING PRODUCER: Edu Piva and Carminha
HEAD OF POST-PRODUCTION: Ricardo Quintela
ASSEMBLY: Ricardo Quintela
FINALIZATION: Rodrigo Azambuja and Renata Dalbem
FINISHING ASSISTANT: Jean Neto
COLOR GRADING: Bleach
POST-PRODUCTION: Flow VFX
SOUND STUDIO: Evil Twin
MUSICAL DIRECTION AND PRODUCTION: Peter Sauces, André Faria and Murilo Faria
SOUND DESIGN, MIXING, EDITING AND FINALIZATION: Rafael Vieira, Gustavo Boselli, André D’Avila, Paulo Ribeiro, Niper and Xibrusk
PRODUCTION SERVICE AND COORDINATION: Mariana Pascutti, Juliana Tangary, Thaís Becker, Graziella Simionato and Manoella Coelho da Fonseca
