Second episode of the series “Smarties: Effective Creativity and Business Impact” talks about the importance of consistency and active listening
After unraveling the partnership between Druid and O Boticário, it was time for the series “Smarties: Effective Creativity and Business Impact” to bring executives from AlmapBBDO and PespiCo to talk about the campaigns “Doritos Rainbow #RespeitaMinhaIdentidade” and “Chega de Drama, Cheetos Bola It’s back”, which were awarded at MMA Smarties Brasil 2023.
The conversation was mediated by Vinicius Novaes, editor of propmark was attended by João Gabriel Fernandes, VP of Planning at AlmapBBDO; Soraia Alves, Senior Analyst of Corporate Citizenship at PepsiCo Brazil; and Daniel Camilo, Marketing Director of the Salty Snacks category at Pepsico.
The first piece won a Gold in the Diversity & Inclusion category, while the second won two Silvers, one in Video and another in Influencer and Creator Marketing.
“Everything you see in these works is really cool, very well-produced, co-created and made, but behind them there are very serious goals. They are not mere jokes, mere ideas. They are in favor of a deal”, explained Fernandes, from AlmapBBDO.
During the chat, the executives talk about the execution of the projects and the ideas that led them to produce them. In the case of Doritos, they explained that one of the strengths of the case is the consistency of the partnership, which has been ongoing since 2017.
“A long time ago, we started supporting the Parade [do Orgulho LGBT+]until today we have managed to follow a path, like this case that won now, which is stronger, already has another type of legacy, another type of conversation, has another type of benefit for the community itself”, stated Camilo.
In the case of Cheetos, executives talk about the importance of active listening for the success of the campaign.
The series continues with CP+B and 99, on the 8th; VML and Kenvue, on the 15th; RGA and LinkedIn, on the 22nd; AlmapBBDO and Eletromidia, on the 29th; Le Pub and Heineken, on August 5th; and Druid and Samsung, on the 12th.
MMA Smarties Brasil 2023 awarded two GPs, 16 Gold, 15 Silver and 16 Bronze, in addition to the Advertiser of the Year awards for the Heineken Group; Agency of the Year for Wunderman Thompson Brasil (currently VML); Independent Agency of the Year for Druid Creative Gaming; and Communications Group of the Year for WPP Group.
Registration for this year is now open and can be done through the MMA Smarties Brasil 2024 website. The deadline to participate is August 16th and the winners will be announced on October 22nd, in a ceremony held right after MMA Innovate Brasil, at the Hotel Unique, in São Paulo (SP).