Campaign created by the Leo Burnett agency includes a film with Luísa Sonza performing a classic by Rita Lee
Trident, an official supporter of Rock in Rio 2024, launched the “Masca e Destrava seu Rock’n’roll” campaign to celebrate the festival’s 40th anniversary, with the aim of redefining references from the past to recreate memories of the future.
The action, conceived by the Leo Burnett agency, promotes a meeting of generations by featuring singer Luísa Sonza performing “Esse tal de Roque Enrow”, by the queen of national rock, Rita Lee, in an unprecedented clip.
The film shows scenes of the two singers singing the song that became a symbol of national rock, while the audience and Luísa chew gum and unleash their rock’n’roll attitude.
“We saw this as a unique opportunity to bring together singers who are icons of their generations in a film that pays homage to music and attitudes that are so iconic to our country. That’s why we’re so excited to be part of such an emblematic edition of Rock in Rio, presenting a campaign that conveys so much synergy with the world’s biggest music festival. Not to mention that the territory of music is perfect for connecting one of our target audience’s greatest passions with a moment of consumption with Trident, which is already supernatural for the brand,” says Erica Migales, Marketing Director for Candies and Gummies at Mondelēz Brazil.
“Rita’s legacy will forever be marked in the history of Brazilian music. Our intention with this campaign is to reaffirm her heritage, her transgressive attitude through icons of the new generation. ‘Masca e Destrava seu Rock’n’roll’ is a brand manifesto that represents everything that Rita immortalized”, explains Vinicius Stanzione, CCO of Leo Burnett.
The campaign includes a digital social media strategy, out-of-home media pieces covering the city of Rio de Janeiro with more than 4,000 screens spread across Santos Dumont and Galeão airports, digital newsstands, VLT, shopping malls and stickers on subway trains.
The campaign also includes the launch of five new exclusive packaging inspired by musical genres. Alluding to MPB (Brazilian Popular Music), Heavy Metal, Dance Music, New Wave and Punk, Trident’s flavors will be renamed: Melancia Popular Brasileira, Heavy Minta, Intense Dance, Blueberry New Wave and Punk Frutti.
