Developed by WMcCann, the campaign features a 360 strategy, with video and activations both online and offline.
Americanas will celebrate Easter 2024 with the motto “Spirit of Easter: passed, basketed, chocolated”. The campaign, developed by WMcCann, has a 360 strategy that aims to reinforce the act of sharing and giving gifts to customers.
In the film “Esprito da Pscoa”, the brand mixes animation with reality and shows a little girl visiting an Americanas store with her father.
“If we asked people what the Christmas spirit is, everyone would have an answer. But what about the spirit of Easter? No one ever said it. That’s why we came out to Americanas, which has the biggest and most famous Easter in Brazil, to encourage this theme and to show that the spirit of Easter is sharing. Precisely for this reason, the eggs are already divided in half. And to defend our thesis, we put together a great 360 strategy”, explained Ricardo Weitsman, ECD at WMcCann.
In addition to the video that will be released on open, digital and payTV, the action features several activations for the event, including the creation of Ameriquinho, an Easter bunny created with the help of artificial intelligence that will come to life and travel through stores in Rio and in São Paulo, in addition to having a presence in three shopping malls in Brazil.
“Easter is marked in the imagination of every Brazilian with good memories: chocolate, egg hunting, family together and… Americans. After all, there is no one who remembers the date without also remembering our brand. Therefore, we seek to make the atmosphere this event is as special as Christmas. And, to share the spirit of Easter with our customers, the little bunny Ameriquinho is born, the new mascot owned by Americanas”, added Washington Theotonio, CMO of Americanas.
