After a real “rain of real chocolate drops” (remember here), the piraque thought of an even more original way to talk about your portfolio. That’s why the brand invites consumers to show their What of Piraquê through dance. More than a choreography, the invitation is for people to show their full potential and creativity. The campaign, created by Lew’Lara\TBWA, highlights the originality based on dances performed by the public. The Stories Clip, accompanied by the voice of singer Ludmilla, is an original version of the song “Hoje”.
O start was given by influencer Juliano Floss, a tiktoker who has more than 11 million followers and presents fun performances, who told how Piraquê products awaken inspiration for his new choreography (check it out here). He summoned others creators and, especially, real consumers sending videos that show each one’s What of Piraquê, with the hashtag # IssoTemUmQueDePiraque. The idea is to put creativity and swing to play and get into the dance.
The most original creations were chosen and make up the campaign’s new film, a Stories Clip – a clip that looks like Instagram Stories -, with real people showing their What of Piraquê in an original choreography. All this wrapped up in an iconic song at the level of the brand. Click the brand film:
Juliana Cabral, Marketing Manager at Piraquê, comments:
“We were very happy with the repercussion and involvement of the public. Consumer participation made the campaign video even more special. The action reinforced what we already know: each one has its own Que de Piraquê, authenticity. From the new version of a hit song, people bet on their own original creations, as well as our portfolio.”
The clip is a sequence of videos in the language of stories, composed by creators and with consumer participation. Packed by the version of the song, it is possible to watch people interacting with each product in the Piraquê portfolio, while Lud sings the completely new and original version of the song. The edition brings that touch of originality of the digital language, sometimes multiplying the screen, sometimes bringing effects, stickers and much more.
This video format is unprecedented in the history of the brand’s campaigns and reinforces Piraquê’s originality, always betting on initiatives that surprise the public.
The production, in charge of Café Royal, is aired on open TV in 15 and 30 second versions, in addition to OOH (outdoor media), digital media with display, videos and posts, and promoted trends on the social networks.
Thiago Lacorte, Creative Director at Lew’Lara\TBWA, says:
“Lud is the perfect choice for this new phase of Piraquê, an original artist who is very identified with the brand and the consumer. In addition, the powerful soundtrack, visual elements that fill the screen and public participation are reasons to bet on the success of this campaign.”
Caio Amantini and Rapha Pamplona, the Los Pibes, duo of directors of Café Royal, says:
“The film plays a lot with this memetic culture, it goes well in the “core” of the internet and goes through all the products with this game looking a little more homely in terms of filming taken on the cell phone, so much so that we merge the scenes filmed with Juliano Floss, with scenes filmed in Ludmila’s studio and content sent by consumers. On top of that, we’re working with a lot of illustration, motion, products, a little 3D. It’s a really fun movie to make.”
The campaign will also feature developments throughout the year and many actions to communicate the brand’s vast portfolio, always in a new and original way, with a “What is Piraquê”.
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
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