With “Suddenly, São João”, the brand presents different ways to celebrate the June festivals
The resumption of the São João festivities, after two years without celebration, has attracted the action of several brands. The most recent is Magazine Luiza, which has just launched the campaign “Suddenly Saint John”showing the diversity of parties that can be found in the period in states such as Maranhão, Sergipe, Pernambuco and Ceará.
It is these differences and peculiarities that the campaign film proposes to show, based on colors, elements, characteristics and accents.
“São João is not just any party, and every Brazilian knows that. But at Magalu we also know that each city celebrates June in its own way, and that was our great campaign challenge. conductor for all these parties through a characteristic format of the northeast: O Repente”, affirm Juliana Brichesi, art director, and Toty Frydman, copywriter, who were the creative duo responsible for the campaign at Ogilvy.
To bring a language close to reality, the film had Comando S, as an audio producer, and Corazón, a video producer. And it had the participation of professionals from the North and Northeast regions in the construction of the campaign as characters in the story.
The strategy, with videos in different formats, includes TV, digital, merchandising and sponsorships at the parties in Caruaru, São Luís do Maranhão, the Portuguese June festival in São Paulo, and at São João da Thay.
