Adnews’ 2023 retrospectives don’t stop. This time, the intern reporter and lover of campaigns, art and pop culture who speaks to you will bring you the main actions of brands that broke the barriers ofcreativity to serve innovative content to the public. Here we go?
Hit creativity!
SAM, the most pop influencer there is
Starting with the musical world, this year was full of campaigns that shook internet users’ headphones. To begin with, the world of pop gained a new star who stole the spotlight for himself. I’m not even talking aboutDua Lipa no daTaylor Swift (even though I like them both a lot), but SAM, the digital influencer fromSamsung.
The character won over K-pop lovers with the single Flip Your Way, which represented the brand’s pillars through the song’s lyrics and the hashtag DoWhatYouCant. In a music video, SAM goes after her own dreams, even the most difficult ones, to show herself that she is capable. Furthermore, the video also served to promote the Galaxy Z Flip5, the brand’s foldable cell phone that acts as the influencer’s ideal partner, capturing her free and empowered spirit.
You can check out (and dance) how this hit turned out by playing the video below:
Blue Beetle or Blue Beetle?
Following this line of involving a big brand with music, during the promotion of the film Blue Beetlebased on the DC superhero of the same name, theWarner Bros. Picturesin partnership with the Fbiz agency, invited Manoel Gomes, responsible for the song (and meme) Caneta Azul, to produce a really good version of his successful hit.
Check out the song below, but be careful, as it sticks to your mind more than the scarab on the back of Jaime Reyes, the film’s protagonist.
Beyond the Blue Beetle, Blue Beetle. The scarab that found its treasure (I warned you that it remained in the mind), Warner also released the film, which features stars such as Xolo Mariduea, Susan Saradon and our dear Bruna Marquezine (from Brasil sil sil), in the metro stations of So Paulo and in the gables of Leblon in Rio de Janeiro, in a partnership with JCDecaux.
I’M GOING TO TAKE A TACAC!
Going from one song that sticks in the mind to another, one ofJoelma, Voando pro Par, gained a new life after a fan of the singer went viral with a parody. In this version of the hit, Lorena Pierra sings the verse I’m going to take a tacac, dance, enjoy, have fun, replacing the word tacac with guaran.
After the repercussion, the most popular soft drink in Brazil, Guarante Antarcticamade a clip, in partnership with the Soko agency, bringing Joelma herself to sing the new chorus with new choreography and a special costume for the occasion.
Check out the video and try not to get excited (impossible challenge, I know).
Memes also helped to revive the hit, mainly due to a viral where, with the use of artificial intelligence, they made Mc Poze do Rodo’s voice sing the song. Despite not having liked it at first, the singer joined in after a while, even singing in his shows.
Interactivity with the public
Haikenen? Aineken? Haignen? Ah no, Heineken mesmo!
Since we are talking about popular drinks, why not follow the same line to comment on the celebration of 150 years ofHeineken?
In an action during the final of the Champions League ofUEFAthe narrator and commentators from TNT Sports played a little with the different pronunciations of the beer brand.
The campaign was successful and explored exactly what the company was looking for, which was to draw attention to the different ways in which the drink is called and consumed, but highlights how it is linked to good mood and moments of relaxation.
Watch the campaign below:
In order to reinforce the brand’s commitment to these moments, it worked in collaboration with behavioral scientist Chris Brauer to create the Goof Times Index, a model for evaluating sales and, mainly, good moments that Heineken provided in more than 190 countries .
A cold Skol or a mysterious challenge?
We talked about the little green, so now it’s time to talk about the little yellow that comes down in a round. ASchool also innovated its campaigns this year, bringing the trend of social media challenges into real life.
Using electronic panels installed at bus stops, the brand displayed messages in real time, encouraging those waiting for the bus to complete fun challenges to win a cold Skol (which must have really refreshed Brazilians who were suffering from the heat *nervous laughs *).
See the two challenges below:
The campaign, coordinated by influencers such as Jeferson Augusto, Tupiniqueen, Larissa Gloor and Lore Rufis, achieved a result similar to that of Heineken, which took advantage of the lightness and relaxation typical of Brazilians and, in this case, the philosophy of Skol itself.
Child is also the protagonist!
From brick to flying car
ADell Technologies was responsible for the Building the Future campaign, which showed children of different ages the evolution of technology. With films produced by the VMLY&R agency, Dell and the CEO of 55PBX, Bruno Rodrigues, explained, through a playful approach, the trajectory of technologies, including questions about what the future would be like.
Watch the campaign and enjoy these cute things with us:
Upon hearing answers such as flying cars and transformations into aliens, Rodrigues himself was enchanted by the children’s participation and shared his inspiration for entering this field. When he was young, he wanted to be Batman (me too), revealing that he would like to help people’s lives through the use of technology. Furthermore, he highlights the telephone as a means of connecting companies and the public, being a link with a lot of potential.
Questions that change the world!
Still in this playful and fun universe of childhood (I missed mine),Electrolux brought the Questions campaign. Bringing children to question adults about daily habits associated with sustainability (just me or are these kids getting smarter?). The objective is to raise awareness about food waste and encourage the use of Electrolux refrigerator technologies, which promise to preserve food for longer.
And we will fall in love again with more cuteness that enchanted the campaigns this year.
Hey Barbie!
She everything! That’s right, it’s time to talk about one of the biggest, if not the biggest, movement this year. If at the end of 2021 it was common to see people dressed inSpider man in cinemas to watch the end of Tom Holland’s trilogy, in 2023 the dress code was freer, but with just one condition: lots of pink!
The film directed by Greta Gerwig and starring the phenomenal actress Margot Robbie generated a movement that transformed several sectors of the industry. For example, during the last weeks of July (when the film premiered), searches for the color pink on sales platforms increased by 500% compared to previous months.
But anyone who thinks that this was restricted only to clothing is mistaken. The food sector also profited a lot by launching products such as frappuccinos and milkshakes that used the color pink, as was the case withStarbucks It’s fromBobs. OBurger Kingon the other hand, was the official partner of the film, launching special combos and a themed restaurant in honor of the doll that became a symbol of celebration of strength and female empowerment
But tell us, you dressed pink to see Barbie? Because I, like a good Ken, jumped on the bandwagon too!
This one goes to those who shut up 45 times 100.
Activations, spontaneous campaigns and signs are just some of the ways in which we see creativity being explored this year, but if there was anyone who knew how to draw attention, it was certainly theadidas. The clothing brand surprised the residents of Rio de Janeiro by displaying an exclusive and giant version of the Adizero Adios Pro 3 sports shoe, positioned on the Arcos da Lapa, to announce the Rio Marathon. In São Paulo, the one who gained prominence was the classic casual Superstar in the XLG version, which relied onPaulista Avenue. The actions were so well received by the public that they left people wanting more, especially in the other capitals of Brazil that did not have the same opportunity that Rio and SP had.
These were just some of the many successful campaigns in 2023, but unfortunately, just like this year, we are ending this retrospective here! Both the Adnews team and the person speaking to you had a lot of fun during each of these, which brought a lot of innovation and creativity to this year. The only negative point is that after so many excellent actions, we got used to it and raised our quality standard for next year, from which we can only expect even better campaigns to brighten our daily lives.
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