Created by Ogilvy Brazil, the campaign seeks to represent everyday life in Brazil
Chás Leão has launched a new campaign that seeks to connect with the routine and values of Brazilian consumers. The campaign, which celebrates “authentically Brazilian breaks”, aims to represent Brazilian daily life, irreverence and creativity.
Created by Ogilvy Brasil and produced by Tango Estúdio Criativo and Trama Fantasma Produção Musical, the campaign shows how the concept “Fica de boa” unfolds in moments of pause. Each film invites the audience to reconnect with the essence of Brazil, unifying tradition and innovation.
“The campaign highlights Brazil’s cultural diversity and originality, positioning Leo not only as a supporter of active breaks, but as a true ally in valuing these moments. From a good chat with friends, to creating your own beach while working from home. The idea is to exalt and pay tribute to this Brazilian way that is the face of Leo”, explains Ted Ketterer, head of marketing at Coca-Cola.
The campaign also marks the relaunch of Matte Leão Zero, a product that reflects the brand’s commitment to meeting the needs of those seeking a more balanced routine. Chás Leão also presented its new visual identity, which is already present on product packaging and on social media, such as the profile @chasleao. This renewal reflects the brand’s commitment to connecting even more with consumers, bringing a more modern visual identity that highlights Leão’s essence and tradition, while embracing the future with innovation.
“This year, Leão celebrates 123 years as one of the most expressive, bossa nova, borogodó, ginga, paranauê and paticundum Brazilian brands. We worked hard to create a sunny, fun and diverse work. A proud casting, full of Brazilianness, people who are not standardized and affection, a lot of affection”, say Paulo Salles and Alexander “Big” Davidson, creative director and associate creative director.
The campaign includes digital pieces, display media, static pieces and for Spotify, a platform on which Leão has an exclusive brand channel, in addition to films.
