“Verãozão Ipanema: You at full power”: this is the motto ofIpanema in its new campaign, in charge of presenting the brand’s summer collection. Highlighting the vivacity of the sunniest station of all, Ipanema reinforces its proximity to Brazilian culture, one of the pillars of its 20-year history, and reflects the intensity of the station’s colors in a video packed with the beats of the piseiro rhythm. The new collection is now available on the store’s official e-commerce.
The brand had the look of the Mutato agency to develop the action and the creative proposal, which unfolded in a song inspired by the essence of the brand to enhance female narratives and bonds. Piseiro – a musical style born in Bahia and also known as pisadinha, was the rhythm chosen to be the soundtrack of the video that was produced by Sugarcane Filmes.
The choice for the balance of the piseiro is based on another characteristic that is the basis of Ipanema’s steps: the synergy with Brazilian culture and its different expressions. In a movement of constant ascension, the style became a Brazilian phenomenon and, like the brand, became a bridge of connection between various forms of Brazilianness.
“The new campaign comes with solar energy and highlights our commitment to promoting Brazilian women and valuing the different languages of Brazilian culture. The pisadinha was chosen among so many other possibilities because it is a joyful and dancing rhythm that is gaining space in several national territories, showing that it represents a lot of the plurality of Brazil”, highlights Daiane Fischer, Brand and Communication Manager at Ipanema.
In all, the collection features eight models — California Vibes, Clip Color, Class Fever Shine, Class Artesania, Belle Floral, Urban Retro, Link and Ella Glam. All of them can be found in partner stores and on the brand’s e-commerce, in adult sizes (33/34 to 39/40).
Datasheet:
Title: Verāozāo 2022
Agency: Mutato
Client/Product: Grendene | ipanema
coCEOs: Andre Passamani and Eduardo Camargo
Creative VP: Eduardo Camargo
Executive Creative Director: Alessandra Muccillo
Creative Director: Camila Hessel
Breeding: Patricia Battistin, Ellen Rodrigues, Pedro Corteletti, Paula’s Tamaris, Nathan
Santos, Sabrina Mares and Mariane Oliveira
VP of Strategy: Tullio Nicastro
Strategy Director: Juliana Morganti
Strategy: Thais Moro and Núria Tsarbopoulo
Media Director: Felipe Arruda
Media: Paola Bastos, Larissa Pessoa and Débora Gimenes
VP of Business: Décio Freitas
Account Director: Adriana Barreto
Attendance: Vanessa Corazza, Bárbara Sant’anna and Bruna Silveira
VP of Operations: Daniel Ceconello
Executive Director of Integrated Production: Renata Ruas
Integrated Producer: Jenifer Dantas
OLLGA, communication agency
Founder and Head of Operations: Pedro Gonçalves
PR manager: Leonardo Ferreri
PR Pleno: Thais Valenthiny
PR Junior: Talitha Dejesus
Project Leader & Influence: Mariana Sario
Logistics Supervisor: Julia Silva
Image Producer
Producer: Sugarcane Films
Director: Igor Selingarde
Executive Producer: Igor Selingarde
Contact: Carolina Moyses
Art Director: Tamara Soriano
Director of Photography: Victor Alencar Silva
Production Directors: Arthur Pinheiro / Coutinho Júnior
Production Coordinator: Murilo Paiva
1st Assist Direction (Pre-Production): Larissa Andrade
1st Assist Direction (Set): Mariana de Padua Fleury
2nd Assist Direction (Pre-Production): Pedro Paulo Vicentini
2nd Assist Direction (Set): Andrea Voltarelli
Figurine artist: David Loreti
Costume Assistant: Veronica Elvira Kobus
Make Up: Karina Horlando
Makeup Assistant: Carolina Dias
StoryBoard: Paulinho Tscherniak Santos
Casting Production: Deborah Alexandra Antunes de Carvalho
Location Producers: Clayton Dantas & Luciene Lopes dos Santos
Casting Assistant: Vanessa Amy
Production Intern: Naucely Cardoso Gomes
Plateau: William Alves Nascimento
Set Assistants: Rafael Sipriano Da Silva Campos / Gustavo Zichella / Helber
Beraldo de Souza
1st BC: Daniel Augusto Torquato de Santi
2o AC: Paul Carbone
Assistant Video: Camila França
Logger: Isabella Oliveira
Still photographers: Diego Malacame Avila & Heitor Pontes Novaes
Art Assistant: Natalia Neves da Silva
Object producer: Fernanda Selva
Object Trainee: Jéssica Correira de Souza
Object helper: Erick da Rocha dos Santos e Silva
Stage assistant: João dos Santos Cruz Filho
Assistant: Paulo Henrique dos Santos Silva
Stagehand: Fabio Eva Brandão
Maid: Patricia Nickname Martin
Manicure: Miriam Antonia Vieira
Security: Bullara
Machine Chief: Giuliano dos Santos Lemos
1st Machinery Assistant: Alan Carlos da Silva Reis
2nd Machinery Assistant: Cocó
2nd Machinery Assistant: David Gouveia dos Santos
2nd Machinery Assistant: Alef Carlos da Silva Reis
Electrical boss: “Déda” Celso Donizete Brito
1st Electrical Assistant: Wagner Pinto de Oliveira
2nd Electrical Assistant: Christian Monteiro Santos de Queiroz
Post-production coordinator: Giovanna Ohl
Editor and Finisher: Felipe Bartorila / Olavo Ribeiro / Igor Selingarde
Motion: Gabriel Fontenele
Color: Cora Post
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