The great day has come. The Adnews team is at the event O Melhor Comercial do Brasil to present, firsthand, the winners of the 12th edition of the award. The brands O Boticário (Almap BBDO Publicidade e Comunicações Ltda.), Heineken (Almap BBDO Publicidade e Comunicações Ltda.) and TikTok (Publicis) have just climbed the podium!
Carried out by the Brazilian Television System (SBT), the award stands out for its careful voting and counting process at all stages. Initially, a prior election is held by the internal committee, made up of journalists and executives from the Marketing and Business area of SBT, who analyze all the films broadcast nationally on the station during the last year. Then, the award enters its 1st phase, in which the market jury carries out an online vote, which will result in the “shortlist” of the ten best-voted commercials.
Check below the shortlist of this issue:
#1 Will be
Agency: LEW’LARA/TBWA
Client: Bank of Brazil
#2 Speech 1 of 5
Agency: Almap BBDO Advertising and Communications Ltd.
Client: The boticario
#3 end of year 1 of 5
Agency: Aldeiah Strategy and Innovation
Client: Banco Bradesco SA
#4 juliana blows
Agency: Africa DDB Brasil Publicidade Ltda
Client: Itaú Unibanco SA
#5 Mother and son
Agency: Publicis
Client: Bytedance Brasil
#6 Manifest
Agency: Accenture Interactive Agency Ltd.
Client: Kimberly-Clark Brasil
#7 less marketing
Agency: Almap BBDO Advertising and Communications Ltd.
Client: HNK BR Industria de Bebidas Ltd.
#8 Preparation from 1 to 50
Agency: Almap BBDO Advertising and Communications Ltd.
Client: Volkswagen
#9 screens
Agency: Africa DDB Brasil Publicidade Ltda
Client: Telefonica Brasil SA
#10 One word 1 out of 5
Agency: Africa DDB Brasil Publicidade Ltda
Client: Itau Unibanco SA
In the 2nd stage, the same jury votes live on the big winner of the year, with the presence of journalists and executives from the station. The winning duo, made up of an agency and an advertiser, is rewarded with a trip to the Cannes Film Festival, in France, which takes place in June this year.
The duo chosen to land in Cannes were the Media director, CRM, Insights e Loyalty by O Boticário, Natália Calixto, and the creative director of Agência Almap, Fernando Duarte. In an exclusive interview with our team, Natália thanks SBT and the jury for their votes, and emphasizes the importance of the message contained in the film.
“More important than the award is using our platform to put such powerful messages on the street and represent Brazil. The most interesting thing to see is that the message we are putting in the commercial is what we live, so we wanted to ensure that our brand carries a message of hope, so that more and more women can experience motherhood without judgments and with a network of more powerful support”, he says.
With the theme ‘Those who love also need love’, perfumery O Boticário portrays, in its Mother’s Day campaign, the not so colorful side of motherhood and the importance of support networks so that women feel safe and welcomed during this period of so many transformations. Check out the award-winning campaign below:
To the head of Marketing at SBT, Priscila Stoliar, responsible for presenting the event alongside Fred Müller, commercial director of the channel, the award favors the boosting of brands by the broadcaster.
“The Best Commercial in Brazil award is a thermometer that reflects the performance of our content. SBT recognizes how creative Brazilian advertising is, further favors the broadcaster’s belief in boosting brands, services and products. After all, good ideas move our industry”, he comments.
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