Agency conquered with the play #MaternidadeSemJulgamentos; Almap also won second place and Galeria won bronze.
#MaternidadeSemJulgamentos, from AlmapBBDO to O Boticrio was chosen as The Best Commercial in Brazil 2022, an award given annually by SBT. The announcement of the winner and the delivery of the trophy took place this Wednesday (3rd), at a restaurant in So Paulo.
Launched in April last year for Mother’s Day, #MaternidadeSemJulgamentos proposes to create a listening space and create conversations about the weight of society’s constant and irrational demands.
Last week, the finalists for last year’s edition were announced. With eight nominations, Africa Creative topped the list. Right behind came AlmapBBDO and Aldeiah, with four films each.
In all, there are 30 finalist pieces Banco do Brasil, Ita and Bradesco are the advertisers with the most nominations for the award, considered one of the most important in the Brazilian market.
Initially, a prior election was held by the internal commission composed of journalists, executives from the Marketing and Business area of SBT who analyzed all the films broadcast nationally on the station during the last year.
Afterwards, the award enters its 1st phase, in which the market jury carried out an online vote, which resulted in a ‘shortlist’ of the ten best-voted commercials. In the 2nd stage, the same jury voted live for the winner of the year.
In 2021, the film ‘Alice e Fernanda’, created by Africa for Ita, was the winner. In the campaign, little Alice, a baby who went viral on the internet when she spoke words that are difficult for adults to pronounce, and actress Fernanda Montenegro, already known for participating in the financial institution’s campaigns, share words that represent wishes for the year 2022, such as hope, respect, humanity and love among people.
