Rider launches its new advertising campaign, “Slide is Rider”, focusing on plurality and intergenerational authenticity. The brand reinforces its positioning as synonymous with innovation in the category, connecting with different audiences through music and influencers who represent generations X, Y and Z.
The campaign developed by Rastro seeks to awaken feelings in the public, exploring nostalgia, connections between different generations and the ‘Rider-like’ style.
The choice of influencers Gabriel, the Thinker (Generation X), Xamã (Generation Y) and Hariel (Generation Z) reflects this multigenerational approach, allowing the brand to emotionally connect with a diverse audience and expand its reach.
Music is presented as a connecting link between generations. “No hit do tempo” explores the nostalgic power of music as a tool to transport consumers through memories, connecting past, present and future. In the films, the trajectory of Rider slides over the decades is narrated, showing how the flip-flop model reinvented itself over time, always maintaining its prominent position in the imagination of the Brazilian public.
“With the ‘Slide is Rider’ campaign, we not only want to celebrate the brand’s history, but also highlight the innovative design and technology of the R Power Slide model”, says Rafael Bizachi, director of Strategy and Operations at Rastro.
The campaign was designed and developed by Rastro, on multiple fronts. Rastro Agency was responsible for the strategy, creative concept and keyvisual of the campaign, while Rastro Studios, in collaboration with the production company Noize Media, led the creative direction and execution of the campaign’s shootings and films.
