Multiplan celebrates 50 years in magical campaign

Set to the sound of Queen, the campaign promises to engage the public on different platforms, such as TV and social media.

Since its founding in 1974, the Multiplan, one of the largest shopping center companies in the country, aims to turn dreams into reality. For 50 years, it has been dedicated to surprising, enchanting and bringing magic into people's lives. This year, to celebrate its five decades of history, the company launches a campaign, set to the sound of A Kind of Magic, by the British band Queenwhich promises to move the audience.

Created by the BETC HAVAS agency, the campaign began running on Sunday (31), during the Fantstico and Big Brother Brasilyes Rede Globoand has a 360 communication and marketing strategy, which encompasses printed, digital and OOH (Out of Home) media.

The concept We do everything so that you experience the magic of every moment sought to give new meaning to the Multiplan logo, transforming the famous four-leaf clover into the wings of the film's main character: an ingenious little girl who dresses up as a fairy and does things that make people's days happier and more special. The plot follows the premise of creating unforgettable experiences and memories, exactly what Multiplan provides its visitors.

“The campaign aims to strengthen the magic provided by Multiplan to customers in this remarkable year in our history. The soundtrack selection precisely captures the type of charm that we strive to offer our public daily, through events, exclusive and innovative experiences, along with a modern mix of stores and services”, explains Rodrigo K. Peres, Director of Marketing and Loyalty at Multiplan.

The campaign will run continuously until September, on open TV and subscription channels, social networks, newspapers, radios, news websites and through activations with influencers and external media.

We are happy to be able to celebrate, together with Multiplan, five decades of achievements by a company that has an incredible legacy in building the country and creating stories for the lives of Brazilians. While looking to the future. Our project captures the essence of Multiplan by materializing the magical spirit of doing more and doing it for people, says Alexandre Vilela (X), VP of Creation at BETC HAVAS.

Throughout its history, Multiplan has always stood out for its visionary vision and commitment to excellence in its projects. The company has 20 shopping centers in important Brazilian cities, with a total of more than 6 thousand stores, which receive around 200 million visits annually. It also operates in the area of real estate development, with investments in residential and commercial projects.

Watch the campaign below:

Technical sheet

Agncia: BETC HAS
Advertiser: MULTIPLAN
Product: INSTITUTIONAL
Title: MULTIPLAN 50 YEARS
CCO: Erh Ray
General Director Rio: Flvia Braga
VP of Creation: Alexandre Vilela
Creative Director: Alexandre Fernandes
Creation: Alexandre Fernandes, Bernardo Rego, Pedro Lenz, André Ferreira, Srgio Figueira and Alexandre Faria
Brands & Business: Flávia Braga and Bruno Lira
Media: Aline Vedolim, Henrique Dias and Clarisse Auto
RTV: Ana Casagrande, Caroline Reis, Alessandra Luciano, Fernanda Assato

Film producer: Untitled Filmes
Directed by: Robert Orlich
Production Coordinator: Camila Gouveia
Coordination Assistant: Ana Carolina Fernandes and Buba Kore
Service: Danielle Makauskas
Creative Assistant: Mariane Oliveira
Director of photography: Kairo Lenz
Art direction: Manoela Pereira
Production director: Ana Paula Bringel
Assistant Director: Dudu Moraes
Casting producer: Cntia Cappellano
Costume producer: Domingos Neto
Hairdresser and makeup artist: Fabiana Akamine and Mariana Pinheiro
Ps-produo: Space Gorilla Post
Post-production Executive Producer: Ana Ourique
Post-production coordinator: Rafaela Bitencourt
Post-production assistant: Danilo Ferreira
Finisher: Felipe Andriolo
Montador: André Dib
VFX Supervisor: Cadu Cipolla Luca
Color Grading: Psycho NLook
Colorists: Marcio Pasqualino, ABC
Photographer – Ricardo Barcellos
Executive Production – Thais Sanches
Photography Assistants – Luan Kalil and Dbora Freitas
Efeitos Areos – Milica
Make/Hair – Walmir Sparapane
Stylist – Gi Macedo
Image Processing – Cris Paulino
Audio producer: Mr. Pink Music
Executive Production: Chica Mauger and Renata Costa
Musical Production: Henrique Racz and Monica Agena
SFX: Edilson Martins and Beto Freitas
Production Coordination: Dani Freitas and Ligia Menegon