A personality from Rio de Janeiro promotes the launch of Arais with his humor and irreverence.
Socialite Narcisa Tamborindeguy is the star of the new Beirut campaign Habib’s. At the invitation of the 11:11 agency, the personality from Rio de Janeiro went to São Paulo, to one of the chain’s restaurants, to taste each of the seven Arabic spices from Arais, the brand’s new launch.
Called “Narcisa Araisou”, the film made for TV and social media introduces the newest member of the family of beiruts from the largest genuinely Brazilian fast food chain. With her relaxed and good-humored manner, the artist lets loose her catchphrases: “Oh, how crazy! Oh, what Arais! Araisou, Habib’s!”, while trying the “most Arabic of beiruts” and inviting people to experience the true flavor of Arabia.
“It’s almost impossible to talk about Narcisa and not start smiling. Her irreverence represents a break from convention, something that Habib’s has been doing strongly in its campaigns. There are new esfihas, desserts, sandwiches and flavors that appeal to all audiences. These products were created to bring families closer together and democratize access to quality food at fair prices. This commitment to always reinventing itself works as a special invitation to people: ‘let’s go again?’”, says Roberto Gnypek, Marketing Director of Habib’s Group.
For Wilson Mateos, founding partner and co-CCO of 11:11, the proposal to bring Narcisa was to create a connection and engage Habib’s new products with the brand’s fans.
“The idea of having Narcisa in the campaign was to bring an unusual and at the same time fun and ‘memetic’ personality to the brand, with the catchphrase ‘Aiii, araisooou’, which helps to establish the name of Habib’s new launch, reinforcing the chain’s ‘let’s go again’ positioning”.
Check out the campaign below:
Complete family
With the arrival of Arais, the Beirut family is complete. Now, starting at R$19.90, you can choose between Habib’s artisanal pita bread stuffed with meat and seven Arabic spices (cinnamon, dried coriander, cloves, ginger, nutmeg, paprika with curry and allspice with black pepper) and the Arais version with cheese. In other words: an adventure worthy of Ali Baba and the 40 Beiruts.
Another new item at Habib’s is the Super Burger. For burger fans, this sandwich is a feast in itself. Served with 180 grams of beef, the sandwich comes with homemade pita bread, bacon, egg, American lettuce, tomato, mayonnaise and creamy cheddar. In addition, there is the traditional burger with roast beef, crispy chicken and options for combos with fries and a drink.
To follow the news and find restaurants throughout Brazil, simply access site do Habib’s.
Datasheet
Client: Habib’s
Title: Narcisa Araisou
Product: Beirut Arais
Client approval: Roberto Gnypek, Filipe Leonardos, Eduardo Kodjaoglanian and Amanda Frutuoso.
Agency: 11:11 Sao Paulo. The Challenger Company.
CCOs: Marcelo Siqueira, Wilson Mateos
ECD: Renata Antunes
COO: Guilherme Grigol
Created by: Wilson Mateos, Renata Antunes, Vinicius Fuly, Livia Carvalho, João Vereza
Service: Guilherme Grigol and Gabriel Neves.
Social: Beatriz Tavares.
Integrated Production: Manoella Guimarães.
Image producer: 9:16
Stage director: André Vasco and Wilson Mateos
Director of Photography: Gianluca R. Misiti
Executive Director: Guido Galera
Art Direction: Boca
Production Director: Lais Leite
Narcisa Hair: Lucas Bonny
Make-up Narcisa: Adriano Oliveira
Make/Hair Extras: Marcela Zanzere
Machinery/Electrical: Camila Torres
Production Assistant: Guilherme Henrique Santos
Post-Production Coordination: Marcelo Batista
Assembler and Finisher: Caio Doll
Colour: Marcelo Batista
Audio producer: Rg do Som
Musical direction and composition: Roberto Galera and Marcio Ribeiro
Culinary experts: Clarissa Zappe and Celissa Beraldo
*Cover photo: Disclosure/Habib’s
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