TopPubli – Best Campaigns of October

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In October, advertising showed its strength by combining social impact, nostalgia and cultural relevance, with campaigns that explored themes ranging from Pink October and encouraging voting to tributes to Brazilian icons. In this month’s TopPubli, brands like Dove, Burger King and Heineken were highlighted, each addressing issues that resonated with the public in a unique way. Below, you can check out the five campaigns that not only caught attention, but also touched on sensitive and significant points, inspiring reflections and connecting with consumers in a memorable way.

5. SPFC and Fluminense: Shirts transformed into scarves for Pink October

Superbet Brasil, in partnership with Fluminense and São Paulo, launched a special action in support of Pink October. The initiative, entitled “Scarf of Hope”, aims to raise awareness about the importance of diagnosing and treating breast cancer, with all profits from sales going to FEMAMA (Brazilian Federation of Philanthropic Institutions to Support Breast Health). Gum, two-time Brazilian champion defender for Fluminense, and Zetti, São Paulo idol, participated in the campaign, recording inspiring messages for the fans.

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4. Dove: “No Filter” to announce facial skincare line

Dove revealed research showing that 65% of women with blemishes on their faces use filters on social media to feel more confident. To launch the Dove Regenerative facial line, which promises to even out, hydrate and protect the skin, the brand took advantage of popular Instagram filters. Users who access filters such as Goxxtosa and Very Bela will initially see a blurry selfie and, when adjusting the image, they will discover data about the use of filters, followed by the announcement of the Dove Regenerative line, which features B3PRO technology and promises to reduce blemishes in two weeks, treating the skin from the inside out.

3. Heineken pays homage to Senna with “Lean on Me”

In honor of the 33rd anniversary of Ayrton Senna’s iconic victory in the 1991 Brazilian GP, where the driver overcame a stuck gearbox to win his first title at home, Heineken launches a campaign that invites Brazilians to toast this great idol. Created by LePub São Paulo, “The Toast” campaign celebrates the union between Senna and the brand through the symbolic gesture of the toast. With a film directed by award-winning filmmaker Armando Bo, the play premiered in prime time on TV Globo, Record, Band and SBT, in addition to cinemas and digital media, portraying the historic moment in which Senna lifted his trophy, followed by a group of friends toasting Heineken in his memory. The entire film is accompanied by the emotional track “Lean On Me”, by Bill Withers, which translates Brazilians’ love for Senna to this day. Creation by LePub São Paulo.

2. Vini Jr. in OMO manifesto film

OMO launched this video manifesto with athlete Vini Jr., highlighting his journey to Real Madrid and celebrating the “tons of dirty clothes” that accompanied him on this path. Part of the brand repositioning, the campaign evolves the slogan “Getting dirty is good!” to “Put Your Clothes on for the Game Because Getting Dirty is Good!”, associating itself with sport and encouraging consumers’ resilience in pursuing their goals. With the marketing direction of Yasmine Antacli, the campaign emphasizes OMO’s partnership in each person’s journey, while the brand’s first animation, produced by Dirty Work and created by Soko, inspires everyone to challenge themselves and give of themselves, without fear of get dirty. The film was released shortly after the player lost the 2024 Ballon d’Or.

1. Burger King exchanges voting receipt for Onion Rings or Potato Chips

Among the most impactful campaigns in October, Burger King stood out with its creative action to encourage voting in the 2024 elections. Voters presented proof of voting at the chain’s units and were presented with a medium fries or medium onion rings, a reward that combined citizenship and relaxation. Signed by the David agency, the campaign was widely publicized, appearing on social media, OOH and in the main open TV breaks, such as Fantástico and Domingo Espetacular. The impact was immediate, with consumers reporting that collecting the gifts was quick and convenient.

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