The action wanted to take advantage of the rumors of the artist’s coming and play with fans and users of the platform about an expected new album by the singer.
The short video app Kwai, in partnership with the brand accelerator Adventures, created a campaign for April Fools’ Day on social networks with Priscila Beatrice, the lookalike of singer and businesswoman Rihanna.
The action wanted to take advantage of the rumors of the Barbadian artist coming to Brazil and playing with fans and users of the platform about an expected new album by the famous R&B diva.
The activation of the app on social networks involved the production of several videos of the look-alike in very Brazilian and São Paulo situations, such as taking the bus and visiting Rua 25 de Março, in downtown São Paulo.
The action had three phases, including teasers, support videos and ended with content in the recording studio, on April 1, when it was revealed that the singer’s long-awaited album was nothing more than a sticker album.
Datasheet:
Kwai – April Fools’ Day
Bad Girl Wishes
Agency: Adventures
Client: Kuwai
Client approval: Claudine Bayma and Pascoal Martorelli
CEO: Edwin Junior
Executive Director of Operations and Account: Daniel Gabriolli
Executive Creative Direction: Carol Rosa
Creative Direction: Fabio Matiazzi
ACD: Bruno France
Creation: Lais Kikuchi, Nathalia Chiarotti and Matheus Rezende
Social Media and Influencers: Yuri Ramos, Leonardo Azevedo, Adolfo Ferraz and Luciano Mady
Attendance: Felipe Argon, Bianca Fachetti and Cristiano de Jesus
Strategy: Beatriz Sano and Gael Pinheiro
Business Intelligence e Insights: Giovanni Vargas e Grace Tiossi