The films of the “a-BIS-tinência” campaign, created by the David agency, simulate situations that can happen when people go a long time without eating a Bis.
Bis, a brand owned by Mondelez Brasil, launched its new campaign and invites the brand’s fans to reflect on the effects of the absence of sweets in their lives.
The films of the “a-BIS-tinência” campaign, created by the David agency, simulate situations that can happen when people go a long time without eating an Bis, for example, being willing to face an angry pinscher or even taking a risk opening the boss’s drawer to get the chocolate.
“We have been working on the ‘Descontrole’ position for a year, which is already very well accepted by the public. The a-bistinence campaign explores new creative territory, to reinforce this humorous and fun conversation with our consumers. Now that everyone knows that the deliciousness of our product causes this lack of control, we want everyone to continue having fun imagining what fictitious effects can be felt after a period without consuming BIS”, commented Renata Vieira, chocolate marketing director at Mondelez Brasil.
The media plan has six 15” and 6” films for digital, in addition to BISQUAD, a team of influencers who are brand ambassadors, who have guaranteed participation in amplifying the campaign across all platforms.
“We didn’t invent abstinence. It has existed as long as BIS is BIS. And it manifests itself whenever the packaging runs out. There’s nothing fairer than doing a public utility campaign warning of these symptoms”, joked Rogério Chaves, creative director at David.
Datasheet:
Agency: DAVID SP
Campaign: aBIStinência
Client: Mondelez
Product: BIS
MD, Global COO: Sylvia Panico
Global CCO & Partner: Pancho Cassis
Executive Creative Director: Edgard Gianesi, Renata Leão
Creative Directors: Rogério Chaves and Fabrício Pretto
Copywriter: Flávio Cherem, Luca Trincato
Art Director: Marlus Lau, Alexandre Smissen, Arthur Mourão
Attendance: Carolina Vieira, Cacá Franklin, Camila Coelho, Amanda Sávia
Produced by: Fernanda Peixoto, Tunay Canepari, Paulo Soares
Review: Ava Silva
Planning: Luciana Mendes, Carolina Silva, Angel Pinheiro
Media: Marcia Mendonça, Carolina Chadi, Thomaz Chiamiso, Felipe Braga, Guilherme Lopes, Renata Oliveira, Pedro Graça, Jonathan Machado, Lucella Lopes, Victor Fortes, Fernanda Vieira, Diego Porto
Innovation and Technology: Toni Ferreira, Gustavo Nanes
Social Media: Marcelo Reis, Victor Goes, Angela Andrade, Maike Maio, Priscila Pasqualetti, João Capuso, Luiza Moraes, Bárbara Savazzoni and Marcos Paulo
Data Intelligence: Mailson Dutra
Client approval: Álvaro Garcia, Renata Vieira, Arthur Meiga, Nicole Prudente, Nara Viana, Ana Luiza Calil
encore | Snack Talk Mondelez Brasil: Barbara Savazzoni, Marcos Paulo, Luiza Moraes, Gustavo Ferreira, Edvaldo Correia, Giovanna Serafim and Hellen Villarroel.
Global Production Partner: MediaMonks
Account Director: Paulo Saias
Creative Director: Tarso Soares
Executive Producer: Chica Mauger
Production: Cris Almeida, Biba Werdesheim and Rodrigo Alvarado
Post-Production Coordinator: Paulo Conceição
Project Manager: Vinícius dos Anjos
Motion Designer: Eduardo Oliveira
Image Producer: Awake Film
Directed by: Francisco Porto
Executive Producer: Zahra Staub
Line Producer: Luisa Ferreira
Line Producer Assistant: Thaiz Rosalino
Production coordinator: Raphael Reitano
Production Assistant: Carolina Morgan
Director of Photography: Ale Elaiuy
1a. AD: Simone Crepaldi
Art director: Tiago Retamal
Costume designer: Julia Herbert Outeiral
Makeup: Gabriela Alvares Ferreira Brandão
Post production coordinator: Anita Cintra
Editor: Francisco Porto
VFX and Finishing: HUB VFX
Color Grading: Psycho N’Look
Audio Producer: Hefty
Producer: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Rud Lisboa and Tuco Barini
Assistance: Debora Carvalho and Daniella Cabaritti
Coordination: Larissa Durante and Susi Rodrigues
