Marisa, a women’s fashion and lingerie network in Brazil and present in all regions of the country, announces a new brand moment with the #ChegaMais concept. The Company, which began structuring turnarounds in 2017, with a focus on increasingly offering multichannel solutions, presents #ChegaMais, with the objective of reconnecting with its consumers through even more modern and clean communication and with a total focus in product and fashion.
The film will be broadcast on the brand’s social networks and on national open TV. Signed by the Africa agency, the play stars the singer and influencer Lellê, who re-recorded the hit “Chega Mais”, by Rita Lee especially for Marisa.
The new version of the classic 1979 song represents Marisa’s proposal to bring more energy, modernity and a hint of high spirits to the new moment. Lellê’s choice was not for nothing, at only 24 years old, the actress and singer is one of the icons of generation Z and inspiration when it comes to conquest, female empowerment and the plurality of Brazilian women.
“From 1948 to the present day, Marisa has closely followed all these changes in the needs of Brazilian women and, being intimate and her accomplice, has also been changing, in order to always be connected and close to its customers. #ChegaMais is our new movement, an invitation for everyone to reconnect with our physical and digital spaces. We are excited about this new Marisa, which is renewed and full of strength and fashion”, emphasizes Marcelo Pimentel, CEO of Marisa.
With #ChegaMais, Marisa draws on her solid foundation of long-term relationships with women of different generations, with the proposal of consolidating the union between them, so that together they strengthen the debate on the dilemmas of women in modern life.
“We created a new visual identity for Marisa based on solid brand codes. We focused on the magenta M by Marisa, which, combined with the De woman to woman concept, form a consistent combo of association with the brand. Everyone who passes on the street, scrolls through the feed or is watching TV, will identify Marisa as soon as they catch their eye. And who gives the show are the looks of the new collections and the strength of Brazilian women portrayed in our campaign”,says Erico Braga, Africa’s executive creative director.
hot pink identity
As part of its media strategy, in addition to the wide distribution of the film produced by the Africa agency in partnership with the production company O2 Filmes, the brand also promotes actions inout of home(OOH), taking its magenta to different strategic and high-traffic points in the city of São Paulo.
The iconic Sé, located at Sé station on Line 1-Blue, and the iconic Consolação, on Line 2-Green of the São Paulo Metro, were taken by the shocking pink of Marisa. The quadruple bus shelter at the famous stop on Avenida Paulista, 1,317, was customized with images and, at night, receives pink lighting, highlighting the classic color of the Company.
Datasheet:
Title: Marisa | #come closer
Agency: Africa
Advertiser: Marisa
Product: Institutional
Bcc: Sergio Gordilho
Executive Creative Direction: Rodrigo Marangoni / Erico Braga
Creative Direction: Carolina Patrocínio
Creation: Maurício Lo Sardo / Mariah Assis / Bianca Fratus / Diego Viana / Thomaz Marsiglia / Lorran Schoechet
Assistance: Flávia Mesquita / Lívia Meyer
Media: Agnieszka Halina Porada / Heloísa Lima / Fabrício Nascimento / Ana Paula Zanette and Uiza Souza
Planning: Aldo Pini / Vanessa Patino
Rtv: Rodrigo Ferrari / Juarez Lima
Film Producer:
Film Producer: O2
Directed by: Gabriel Dietrich
Executive Producer: Rafael Fortes / Flavia Zanini / Fernanda Figueiredo / Tiemi Fujisi / Franco Cavezale
Director of Photography: Fernando Queiroz
Attendance: Rejane Bicca / Malaika Cipriano / Ivan Caetano / Morgana Miranda
Editing: Rob / Ariel
Post-production / Finalization: Felipe Andiolo / Rafaela Bittencourt / Eli Silva / Leonardo Vitorelli / Leticia Silmann
Styling: Rodrigo Polack
Make Hair: Camila Anac / Chris Mourelle
Production: Loud +
Audio Production Direction: Gustavo Garbato + Fabio Smeili
Attendance: Karina Amabile, Priscila Miranda, Hingrit Nitsche
Production: Felipe Kim, Bernardo Massot, Henrique Guimarães, Hugo Mariutti, Rafael Kabelo, Rodrigo Scarcello
Finishers: Pedro Cortez, Ricardo Bertran, Luca Fasano, Eduardo Barbosa, André Gianini and Mauricio Canezin
Executive Producer: Maia Feres
Coordination: Ingrid Mabelle, Lara Fratucelli, Rafael Silvestrini and Leticia Nunes
Approval Client: Christianne Toledo, Paula Oliveira, Adriana Teixeira
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