A Piraque is back in the media with all its originality. Playing with new technologies and how they claim to be original, the brand presents the Malted Black milk family, in dry and sweet versions, filled and covered in chocolate, in communication that debuted at Fantástico. Signed by Lew’Lara\TBWA, the campaign presents the ‘Try the Original’ concept, under the umbrella of the brand’s positioning, ‘The Recipe is to be original’.
By defining originality as being authentic and creatively unique, the invitation is for consumers to experience this concept in practice using the brand’s portfolio. Able to generate interest in products and identification with Piraquê and its purpose.
“We are very happy to present another campaign that reinforces what is true and original. This is an invitation for consumers to have unique experiences from an authentic and tasty portfolio. One of the examples of this concept are the cookies from the black malted milk line, which could not be created by any other brand other than Piraquê, the first and only one to create the delicious vaquinha cookie, made with malted milk. We want to make the originality that only Piraquê has increasingly evident and for that, nothing better than a new look with even more repetitions, something characteristic of the brand and which proves its originality”, comments Juliana Cabral, Marketing Manager at Piraquê.
The launch features a film that plays with artificial intelligence, known for creating new things from existing data and information. The brand reinforces that only Piraquê products are original, featuring the Maltado Black line as its protagonist.
“The term originality can refer to someone who originates something or the characteristic of being authentic and creative. Piraquê fits both definitions, and that is what the campaign wants to show. From the approach used in the films, making a fun contrast to what is thought to be original, to the new design system we developed for the brand, based on the original Piraquê packaging but in a more vibrant, dynamic and current way”, comments Thiago Lacorte , Creative Director at Lew’Lara\TBWA.
In addition to film, OOH and digital media, the brand also presents a new design system for its communications.
DATASHEET
Title: Try the original
Agency: LEW’LARA\TBWA
Client: M. Dias Branco
Product: Piraquê
CEO: Marcia Esteves
Executive Creative Director: Rodrigo Tortima
Creative Direction: Thiago Lacorte
Art Direction: Alexandre Nascimento
Art Assistant: Caroline Martins
Editor: Thomas Paiva
CBO: Maria Pirajá
Business: Evelin Batista, Christiane Kristensen, Maria Ramos, Kézia Tonon and Ana Knoll
CSO: Raquel Messias
Strategy: Bruno Lobo, Thauanne Menezes and Isabela Sciuto
Content: Mynd
Public Relations: Amanda Brandão and Yasmin Zampieri
CDMO: Luisa Sotero
Media: Henrique Farias, Mariana Sobreira, Douglas Moreira and Nicole Jesus
BI: Leonardo Cunha and Guilherme Barreto
CCOO: Elise Passamani
Digital production: Renata Abbud
Producer: Murupi Digital
RTV Production: Murillo Moretti, Ana Borges, Rafael Azevedo
Graphic Production: Rodrigo Giammarino and Simone Camacho
Photography: Cadu Lopes
Film Producer: Czar Sp
Director: Paladin
Managing Partner: Pedro Giomi
Managing Director / Executive Producer: Rodrigo Castello
Line Producer: Mariê Nunes and Gabriel Ramires
Creative Director: Diana Falcão
Production Director (LANDSCAPE): Renata Munaretto and Alex Missaka
Assistant director (1st): Iuri dos Santos
Assistant director (2nd): Marta Miranda
DOP: Fernando Oliveira
Production Designer: Andrés Zarza
Popo Manager: Maria Helena Belo Barbosa Mello
SFX: Bruno Steguer and Gui Steguer
Production: Cris Moura and Daniela Guedes
Casting: Alice Wolfenson & Neto Avena
Costume Designer: Giovanna Moretto
Makeup/Hair: Roger Garcia
Direction (SECOND UNIT): Talita Menezes
DOP (SECOND UNIT): Diego Romero
Culinarian / Food Production: Luiz Guedes
SFX (PRODUCT): Miranda Gap
Post-Production: Clan VFX
Post-Production Management: Troop post
Editing: Marcelo Vogelaar and Ricardo Pinheiro – Ganso
Color Grading: Henrique Reganatti (Zumbi Post)
Sound producer: Antfood Music & Sound Design
Music Production Director: Lou Schmidt, Fernando Rojo and Tiago Lins
Executive Production: Christiane Rachel and Renato Castro
Musical Production: Lou Schmidt, Fernando Rojo, Lucas Baldin, Luis Bergmann, Tiago Lins and Vinicius Nunes
Production coordination: Fernando Ianni and Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge and Pablo Homem de Mello
Client Approval: Fabio Melo, Mariana Gentil, Thierry Galves, Juliana Randmer, Thais Martini, Barbara Silva, Sandra Sarachini and Larissa Freitas
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