Trident and Free Fire launch 'Unlock the Game' campaign

To score Tridentleader of the gum market in Brazil Free Fire, the game developed by Garena, come together in one that takes the brand into the game. Named ‘Destrave the Game’, the campaign developed by Leo Burnett Tailor Made will feature Trident-themed packaging that will be the key for players to unlock items in the game, in addition to an exclusive skin from the brand.

For the campaign, two packs of Trident 14 units in Mint and Intense flavors were reformulated and feature elements that refer to the game, alluding to the metaversion, in addition to having a code that unlocks equipment within the game, which improves the user experience. Each login can unlock 50 pieces of equipment, and by unlocking the code for the tenth package, players unlock and win a complete Trident skin.

In addition to the items mentioned, other game objects will also be enveloped during all FFWS Brasil 2024 matches. This will be the case with the airdrop, vending machine and plane. For the general public, these items will appear with Trident action art for a limited time.

As part of the sponsorship, fans can now view a range of brand elements within the game, including in-game billboards, on-screen videos, 5″ and 10″ merchandise, and rotating logos. This partnership offers players an immersive and exciting experience, perfectly integrating the Trident brand into the Free Fire universe.

Another new feature is that the game will once again have Alok’s soundtrack, with the track ‘Legacy’, which is already part of the game’s universe. In 2022, the artist participated in the launch of the Trident XSenses campaign and products, which also took place in Free Fire. Your participation promises to further enhance the players’ experience.

We know that our audience is massively present in the gaming territory, which is why our journey in this universe has been intensifying every year. Being able to be alongside Free Fire again, now in a way that is even more connected to the game and bringing benefits to the brand’s consumers makes us very excited. This campaign is a major milestone in Trident’s actions within the gaming universe throughout 2024, where we will further strengthen our presence in the territory, says Isabela Zyad, Senior Marketing Manager for Candy and Gummies at Mondelz Brasil.

The ‘Unlock the Game’ campaign ends on May 31st. However, players can exchange their codes until August 15, 2024.

The campaign is part of the strategy of being present in environments that speak to young audiences, reinforcing Trident’s presence in the gaming space. With these actions, we will bring unique experiences to people, eliminating the border between the real world and the world of Free Fire, promoting a very close connection between Trident and the consumer, adds J Felipe Massis, Creative Director at Leo Burnett.

TECHNICAL SHEET

AGNCIA: LEO BURNETT TAILOR MADE
TTULO: DESTRAVE O GAME
PRODUCT: TRIDENT
ADVERTISER: TRIDENT | MONDELEZ
CEO: MARCELO REIS
CCO: MARCELO REIS / VINICIUS STANZIONE
COO: FABIO BRITO
CREATIVE DIRECTOR: LUIZ FILIPIN, FELIPE MASSIS AND ALESSANDRA SADOCK
EDITOR: VITOR ZILLO
ART DIRECTOR: MATHEUS VALERY, VITOR PRADO
ILLUSTRATOR: SARAH KAMADA
ART ASSISTANTS: JULIANA RIBEIRO, KAREN LETICIA
CONTENT DIRECTOR: WAGNER XIMENES
CONTENT: FILIPE BORTOLOTTO, MILENA FELIX
SERVICE: LETICIA MEIRA, GULHERME NOGUEIRA, DBORA MARA SARTORIO, FERNANDA
AMADIO, AMANDA CHALLOUTS, JULIA AMARAL.
MEDIA: JULIANA ROQUE, GABRIELLE MARCOUIZOS, GUILHERME PEDROSA, BRUNO GREGORUT,
MARCIO SANTOS, JULIA TOSCANO, LEONARDO MAIA
PLANNING: MARIE ALONSO, JOANA DAMBRS, MATHEUS BRASILEIRO, MARCELA MENEGHEL,
MURILO FEDELE, VICTOR BARROS, BRUNO OLIVETTI
PRESS OFFICE: LEONARDO ARAUJO, VAL MACHADO, MAR FACCIOLLA.
CLIENT APPROVAL: LVARO GARCIA, ANNA CAROLINA TEIXEIRA, ERICA MIGALES, ISABELA
ELIAS, ROSE LIMA, RODRIGO MACEDO, GRAZIELLE COSTA, PEDRO STUDART, LARYSSA FARIAS AND
GABRIELA LIMA
GLOBAL PRODUCTION PARTNER: POP STUDIOS
ACCOUNT DIRECTOR: DANI PISTONE
EXECUTIVE PRODUCTION: FILIPE ANDRADE
PRODUCTION COORDINATION: CECILIA DACHERY / MARLIA VIANA / BRUNO CUSTODIO
VECTOR ZERO
GENERAL MANAGEMENT: FABIO ACORSI
EXECUTIVE DIRECTOR: ALBERTO LOPES
PROJECT DIRECTOR: MARCIA GUIMARES
PROJECT MANAGER: RUBIA ELIAS, GIOVANNA LUCENA
ASSEMBLY: PEDRO FALCONE
COMPOSITION LEADER: LEANDRO PENA
BOARD: MARCIO GUERRA
MOTION: MARCOS RIGOBELLO, MARCCOS CHAVES
3D ANIMATION: PAULO SAMPAIO
COLOR GRADING: LETICIA BLANCO
FINALIZATION: EDUARDO SILVA, RICARDO VAZ
POST-PRODUCTION COORDINATION: TATIANA CAPARELLI
TEAM COORDINATION: ROSANGELA GOMES, ANA MENDES, NATHALY LOPES
PS-PRODUCTION ASSISTANT: FABIO AUGUSTO, ISABELA BALBO, MARCOS TAVARES
DIREO LIVE ACTION: RAMON ABREU
ASS. DIRECTOR: LUS TOZELLI
COORD. PRODUCER: SANDRO SABINO SZTUKALSKI
PRODUCER: MOISES ALMEIDA
PHOTOGRAPHY DIRECTOR: EDUARDO RUIZ
ART DIRECTOR: JULLY MANGHIRMALANI
OBJECT PRODUCER: JESSICA TIEMI BATISTA MAEDA
SOUND PRODUCER: SQUAD
EXECUTIVE DIRECTOR: DARIO FORGHIERI / ZI NAMMUR
MUSICAL SUPERVISOR: DARIO FORGHIERI / ZI NAMMUR
MUSICAL COORDINATION: DANIELA NAMMUR
MIXING AND MASTERING: MILESTONES