After a barrage of questions from consumers about the acquisition of naming rights for the I know Pauloo MorumBISthe iconic brand from Mondelz Brazil, BISdecided to tell through a campaign how the ideas for famous puns with the brand’s name come about, which are, in the most extroverted way possible, used in its partnerships, campaigns and communications.
The campaign The origin of MorumBIS arrives to reinforce that everything that involves BIS is rewarding: the game with friends, a show by your favorite band, dessert time, a film with the mozo, the game with the paras, all alongside the snack turns A-BIS-Urdu.
The main objective of the campaign is to reinforce to the public all the spectacular and great moments that can be experienced with BIS, after all, the snack is present in the most fun and memorable moments, always alongside family and friends, comments Alvaro Garcia, VP of Marketing at Mondelz Brasil.
With creative direction from the advertising agency DAVIDthe film that illustrates the campaign uses humor and opens the game by telling about the Puns Department, the sector that would be responsible for creating A-BIS-tinncia, previous positioning of the brand, purchase of Naming Rightswhich transformed the São Paulo stadium into MorumBIS, and many other puns with the brand’s name.
Many may even think that MorumBIS is a random pun, but our campaign came to show all the seriousness behind this process. We are currently the absolute leaders in the segment, and we want to get ever closer to the end consumer, highlighting our credentials and strengthening our relationship with the public. We want to show that the snack can be consumed on different occasions, reaching bi lovers and connecting us increasingly with our loyal consumer, explains Fabrcio Pretto, Executive Creative Director, at DAVID.
The campaign video can be seen below:
TECHNICAL SHEET
Agency: DAVID
Campaign: The origin of MorumBIS
Client: MONDELEZ
Product: Institutional
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Global PR Director: Sandra Azedo
Executive Creative Directors: Fabrcio Pretto, Rogrio Chaves, Marie Julie, Renata Leo
Creative Directors: Fbio Natan
Creation: Guto Merino, Daniel Trimer, Tiago Embrizi, Rafael Barreiro
Attention: Tom Gil, Cac Franklin, Las Barbara, Amanda Svia
Review: Ava Silva
Planning: Carolina Silva, Daniela Altenfelder, Barbara Pires
Mdia: Marcia Mendona, Karina Takara, Jefferson Souza, Fabiana Rentes, Yuri Bohn
Social Media: Toni Ferreira, Barbara Bueno, Maike Maio, Marcelo Reis, Ully Correa, Angela Andrade
Data Intelligence: Fbio Baldo, Ana Veiga
SnackTalks: Thaisa Ribeiro, Carol Fischer, Luiza Moraes, Gustavo Ferreira, Rhayssa Souza, Natalia Ferrini
Client approval: lvaro Garcia, Fabola Menezes, Amanda Affonso, Nicole Prudente, Taina Braga, Bianca Lima
Produced by: Hogarth Worldwide Brasil
Production Lead: Icaro Ripari
Project Manager: Bibi Soares
Production Assistant: Plinio Souza
Account Director: Romulo Errico
Account Manager: Giovanna Raucci
Image producer: Kaus
Executive Director: Thiago Mascarenhas
Executive Producer: Camila Martinez
Production Coordination: Larissa Luisi
Producer: Carol Duarte
PS Service: Leticia Almeida
Direcao: Los Pibes
Director of Photography: Kairo Lenz
1 Assistant Director: Vinicius Lombardi
2 Assistant Director: Andrea Campos
1 Camera Assistant: Renato da Silva Fonseca Leito
2 Camera Assistant: Yuri de Brito Camargo
Production Director: Hugo Casteo Branco
Producer: Cintia Vitirito Martinho
Production Assistants: Ravi Germano Fernandes de Oliveira
Art Director: Karla Salvoni
Object Producer: Bruna Ramos
Casting Producer: Taty Horta
Costume Producer: Fabiana Souza
Location Producer: Fabiano Anacleto Ramos
Makeup: Iris Bittencourt
Post production:
Broadcast Director: Ricardo Kertesz
Editing/Assembly: Gui Bechara
Finalizacao: Stefano Bitelli/ Robson Schunck
Color Grading: Acauan Pastore
Art Director: Andr Luiz
VFX:
Motion Graphics: Wesleuy Silva/ Alexandre Arantes
Audio producer: Hogarth Worldwide Brasil
Studio Manager: Lucas Moreno
Audio Producer: Lucas Moreno
Audio Technician: Tico Prates
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