For the fourth consecutive year, Tridentbrand belonging to Mondelez Brazil, which has public commitments to diversity, equity and inclusion, has become PRIDENT, a reference to the term “pride” in English, for LGBTQIAPN+ Pride Month. With this initiative, conceived in partnership with the Leo Burnett agency, the leader in the gum market in Brazil aims to offer its name, visibility and colors to support the community.
The new campaign, ‘Unlock Pride’, delves into the stories of community influencers, but moves away from stereotypes related to sexuality or gender, highlighting personal attributes, personality and talents related to the letters of the acronym, presenting their unique personalities, which do not allow themselves to be reduced to certain characteristics. Among them are Raphael Dumaresq, former participant of the reality show ‘The Circle Brasil’, who represents the letter Q, prefers to be called Duma and goes by the pronoun ela; Bielo, who produces content based on important causes such as racism and fatphobia, represents the letter I and also goes by the pronoun ela; and Ana Clara, journalist and speaker, who represents the letter B and uses the pronoun ela. The campaign highlights the authenticity of each individual and promotes pride in being who one is.
In addition to these, other relevant names on the internet make up the squad of the campaign, such as Tifanny Abreu, Bryanna Nasck, Bruno Martins and Malía. The initiative continues Trident’s history of work with the LGBT+ community and is in line with the brand’s position on encouraging people’s authenticity, reinforcing its commitment to inclusion and diversity, as throughout 2023 when it supported Casa Chama, an NGO aimed at the transgender population, which works to guarantee emancipation, appreciation and quality of life for the trans population. The contribution made made it possible to renovate, move and open a new headquarters, in addition to making projects that were underway viable.
DATASHEET
AGENCY: LEO BURNETT TAILOR MADE
TITLE: PRIDENT | UNLOCK THE PRIDE
PRODUCT: TRIDENT
ADVERTISER: TRIDENT | MONDELEZ
CEO: FERNANDO DINIZ
CCO: VINICIUS STANZIONE
COO: FABIO BRITO
CSO: MARIE ALONSO
CREATIVE DIRECTOR: LUIZ FILIPIN AND FELIPE MASSIS
WRITER: ANDRE ALMEIDA | RAFAEL KLEIN | RODRIGO MARTIM
ART DIRECTOR: PEDRO GATTRINGER | CLEBER CARDOSO
CONTENT DIRECTOR: WAGNER XIMENES
CONTENT: FILIPE BORTOLOTTO, LEONARDO MAIA
SERVICE: LEANDRO GREGÓRIO, DEBORAH MAÍRA SARTORIO, AMANDA CHALLOUTS, CRISTIANE NABESIMA, PAULA MORAIS
MEDIA: JULIANA ROQUE, GABRIELLE MARCOUIZOS, GUILHERME PEDROSA, BRUNO GREGORUT, MARCIO SANTOS
PLANNING: MURILO FEDELE, VICTOR BARROS, BRUNO OLIVETTI
PRESS OFFICE: REJANE ROMANO, SAMARA OLIVEIRA
CLIENT APPROVAL: ALVARO GARCIA, ERICA MIGALES, ISABELA ELIAS, ROSE LIMA, RODRIGO MACEDO, GRAZIELLE COSTA, PEDRO STUDART, LARYSSA FARIAS AND GABRIELA LIMA
GLOBAL PRODUCTION PARTNER: PXP STUDIOS
COUNTING DIRECTOR: DANI PISTONE
EXECUTIVE PRODUCTION: FILIPE ANDRADE
PRODUCTION COORDINATION: BRUNO CUSTODIO / CECÍLIA DACHERY / MARIANA MIKI
POST-PRODUCTION COORDINATOR: ROSA FELIX
Follow Adnews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
