By the end of 2021, the Globe prepared the continuation of the special “Together with Magic Happens”. Counting once again on the sponsorship of Coke and now also of oils Gallo, the project will continue the history of the Santos family, and intends to address social themes in the plot, this time about paternal absence.
The project is a continuation of the special that aired on TV Globo in 2019, and brought the first black Santa Claus on Brazilian TV, in an action of racial equality. In the year in question, in which Coca-Cola and WMcCann were partners of the channel, the proposal won a Golden Lion, in the Entertainment category, from Cannes film festival.
Bringing magic, hope and enchantment to the screen, Globo’s content will once again be an important tool for brands to connect with the public, in a contextualized manner and inserted in personalized narratives, which add emotion and empathy, through various initiatives across the company’s multiple platforms.
To present the Coca-Cola message, activations divided into two pillars were developed. The first involves multiplatform actions and the creation of the largest choir in Brazil, which invites the audience to sing the Coca-Cola Christmas song through a filter on the Gshow profile and share it with #amagiahantece on social networks. The best videos may appear on the program ‘Encontro com Fátima Bernardes’.
Coca-Cola’s communication journey, in partnership with Globo and WMcCann, also includes the second pillar with brand actions that will be carried out in the special content itself “Together the Magic Happens 2” that, at its peak, during the Santos family’s Christmas dinner, the brand will have, for the first time, a break that overflows to the content in an organic and uninterrupted manner. In other words, inversely to the standard contextualized break format – which come in after the content –, this time, it is the content that adapts to the sequence of a branded movie. An unprecedented format on TV Globo.
“It is a collaborative, cross-platform project, which will guarantee engagement and conversation on and off screen”, emphasizes Herbert Zeizer, Globo’s commercial director for Consumer Goods. In order to broaden the advertiser’s message, the Globo Impacto tool will still be used for media planning.
“We have a connection with Christmas and it has been recognized as a tradition for many years by our audience. We are very happy with our campaign and our special this year. He is inspiring, empathetic and talks about connections and sharing in a unique way”, says Poliana Sousa, Coca-Cola Latin America Leader. “For us, it’s an exciting project and one that makes us very proud. We hope that the real magic of Christmas can touch everyone’s heart through the campaign”, he adds.
On the other hand, Gallo olive oils, in addition to sponsoring the “Together a Magical 2” special, will also take advantage of the focus of Christmas recipes to convey a message to the public during ‘Mais Você’. In addition to the vignettes and headlines displayed on the network’s grid throughout the campaign, which was created in partnership with the agency Fbiz, the brand will promote an exciting moment in the program that will air on 12/17, providing a family moment, with recipes that pass from generation to generation, bringing Gallo oils as the thread that unites everyone in this period of reunion and love.
“We are going to take the Christmas Special into the program, and with the participation of Ana Maria Braga, we will have an important message of affection, which is in line with Gallo’s goals and impacts a highly relevant audience for the brand”, reinforces Herbert Zeizer .
“Gallo is very happy to be part of TV Globo’s Christmas special, for helping to bring this message, on this very significant date, to thousands of Brazilians. Our desire is to continue inspiring people to experience special moments through cooking and flavor, bringing to life those recipes that tell stories, connect people, fill the body with joy and heart with love,” explains Rita Bassi, General Director of Gallo Brasil .
“Our end-of-the-year content is always thought out with great care and also with attention to market demands and the preferences of Brazilians. In this way, we create our stories and develop opportunities for brands to take their message to the public, with empathy, connection and assertiveness, taking advantage of Globo’s multichannel channels and also resulting in the reverberation and conversations that are generated”, concludes Herbert Zeizer.
Created and written by Cleissa Regina Martins, ‘Juntos A Magia Faça 2’ is artistically directed by Patricia Pedrosa, text supervision by George Moura and produced by Erika da Matta. The genre direction is by José Luiz Villamarim. The cast includes names such as Jessica Ellen, Fabrício Bolivaira, Heloisa Jorge, Luciano Quirino, Gabriely Mota and Pedro Guilherme. The special will air on December 19, right after ‘Zig Zag Arena’. The Christmas special will also be simulcast on Globoplay and will be available in the catalog together with the other titles on the platform.
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