The famous viral hooks are everywhere. Especially on TikTok, videos of falls, slaps, dives, among other unusual situations, are edited with dry cuts to become propaganda, as in the video below:
@ctstore A flood of new releases starting at R$49.90 You can find them here at CT ✨🫶🏻🩶 #womensfashiononline #reelstrend #memes #memesbrasil #marketing #pernambuco ♬ original sound – IZZY
This context inspired the latest campaign from iFood, a Brazilian technology company, to promote its Clube iFood subscription plan during Customer Month.
With exclusive offers in partnership with some of the largest restaurants in the country, including McDonald’s and Burger King, club members will find promotions worth R$0.99, R$4.99 and R$7.99 valid from Monday to Friday, until the end of September.
Created by DM9 and starring comedian Diogo Defante, the campaign features five films that will be broadcast on free-to-air and cable TV. They all begin with an unusual video, until a sudden cut shows the “poster boy” continuing the movement and transforming the video into an opportunity to announce a promotion.
In the second phase of the campaign, TikTok creators will also be invited to produce their own versions of the brand’s ads. The videos with the highest engagement will be published on the company’s feed.
Technical sheet:
Agency: DM9
Campaign: Go for it on iFood
Advertiser: iFood
Agency: DM9
CEO: Pipo Calazans
CCO: Icarus Doria
COO: Thomas Tagliaferro
CSO: Stephanie Campbell
CPO: Anna Ferraz
VP of Creative: Laura Esteves
VP of Media: Renata Valio
VP of Content and Innovation: Cleber Paradela
Service: Heloisa Franco and Gabriela Penafiel
Created by: Vinicius Curi, Guzera, Victor Souza, Lucas Lima, Giorgia Gandhi, Bruna Barioni, Thiago Costalonga
Media: Gabriela Vecchia, Matheus Rocha, Giuliana Pellegrini, Joao Amano, Jessica Gusman
Project Manager: Paula Lopes and Fernanda Barros
Content Strategist: Gabriela Campagnucci, Eric Costa, Cintia Luz and Matheus Frageri
Planning: Giovanni Pavan, Larissa Baldassarini and Matheus Guidelli
Creative production: Isabela Teixeira and Sthefany Nascimento
Creative data: Bruno Simões, Flávia Ito, Patrícia Ramos and Raivich Alves
Video creator: Gabriel Santos
iFood Approval
Ana Gabriela Lopes – Senior Marketing Director
Ana Claudia de Oliveira – Head of Marketing
Renata Lemos – Marketing Manager
Marina Moreira – Marketing Manager
Barbara Zarpelon – Marketing Manager
Caroline Poppi – Communications Coordinator
Image production company: Corazon Filmes
Stage director: Marcello Lima
Director of Photography: Caio Nigro
Assistant Director I: Amanda Fernandes
Assistant Director II: Brux Sampaio
Executive Director: Renato Chabuh, Igor Ferreira and Regiani Pettinelli
Support: Taís Bastos, Luisa Ferreira, Carol Azambuja and Flávia Magaly
Production Coordination Team: Hanna Moura, Dani Oliveira, Rafaella Blat
Production Director: Rafael Pinto
Production Assistant: Tathi Ariosa
Post-Production: Post It Vfx
Editor: Tiago Ferracini
Finishing Assistant: Rafael Cereda Finisher: Dom Mar – Lucas Marini Color: Psycho’n Look
Audio Production Company: Blood Audio
Musical production: Otavio de Moraes and Cezar Brandão
Sound design: Vitor Motter e Rafael Pacheco
Announcer: Leandro Beraldo
Service: Carol Vadasz
Executive Producer: Dani Monaco
Agency hiring the artist:
Actor/Artist: Diogo Defante
Business Director: Marilia Madeira
Customer Service Manager: Marcela Paiva and Fernanda Tavares
Project and production director: Nathalia Rebouças
Projects: Aliini Tercini and Raylla Fernandes
Data and analytics: Mario Gouvea, Suellen Ferreira
