In the action, portrays the attitude of people and positions Cheetos as a product present in the most diverse occasions
Anitta is back in the Cheetos campaign, the brand of which she is an ambassador, in an action that reinforces the concept “This is very Cheetos”. The initiative is supported by a re-recording of the song “Me hug”, by the band Eva, which won a version with “When Cheetos passes, I feel your scent”. She is joined by Jonathan Neguebites, a dancer from the funk collective Heavy Baile and who has been in the previous campaign.
The strategy continues a partnership that started way back in 2017, when Pepsico, the brand’s owner, inserted Cheetos in the video for “A paradinha”, the artist’s first single in Spanish and recorded in New York.
In the new campaign, created by the agency AlmapBBDO and directed by Nico Matteis, from the production company Saigon, the brand celebrates people’s attitude, whether in style, hair, behavior or dance, and positions Cheetos as a product present on the most diverse occasions. .
“We are excited to have Anitta’s participation in reinforcing our new positioning. It is visible how much people connect with our purposes and this led us to understand that being part of the Cheetos lifestyle is a way to demonstrate even more authenticity.”, says Daniel Camillo, brand marketing director.
TECHNICAL SHEET CHEETOS® EQUITY AND ANITTA CAMPAIGN
Agency: AlmapBBDO
Advertiser: PepsiCo
Title: “CHEETOS® EQUITY AND ANITTA”
Product: Institutional
CCO: Luiz Sanches and Pernil
Creative Directors: Fernando Duarte and Henrique Del Lama
Creation: Fernando Christo, Hiroito Takahashi and Ingryd Cruz
Attendance: Fernanda Tedde, Tatiana Vidonscky, Roberta Rivera, Amanda Alonso
Planning: João Gabriel Fernandes, Bruna Rodriguez, Erika Moulin, Raphael Caffarena, Robson Conceição
Digital Content Strategy: Gabriel Diniz and Carolina Gonzalez
Offline Media: Luana Gallizzi, Manuela Day and Felipe Benevides
Audiovisual production: Vera Jacinto, Diego Villas Bôas and Vanuza Passos
Graphic Producer: José Roberto Bezerra
Graphic Production Coordination: Rose Ribeiro
Final Art: Carlos Henrique Azevedo Lugaresi
Image treatment: Sergio Luis Facundini
Review: Eliana Pavan
Digital Production: Lilian Cavallini, Sabrina Ramiles, Vinicyus Maciel
Motion: aMadre
Client approval: Cecília Dias, Daniel Camillo, Carolina Gonçalves and Tayna Novoa
Blinks Agency
Digital Media: Carla Sarno, Vitor Renna, Fernanda Bueno and Natalia Ferreira
Film producer: Saigon
Directed by: Nico Matteis
Director of photography: Vagner Jabour
Executive Producer: Marcelo Altschuler, Carol Pessini
Producer service: Fernanda Gomes, Rafael Costa, Karin Diniz, Giovanna Saad, Michele Pavão
Production Coordination: Katiucia Soares, Jucilene Almeida, Thalita Machado
Director of Photography: Vagner Jabour
Steadicam: Rubens Junior
Art Director: Patricia Pereira
Assistant Director: Vinicius Mello, Bruno Palaoro
Production Director: Reinaldo Faria
Costume designer: Nina Guimaraes
Casting Producer Flavia Cocozza
Location Producer: Kleber Pereira
Object Producer: Patricia Di Giorgio
Makeup artist: Otávio Gonçalves
Costume designer Anitta: Clara Lima
Make and Hair Anitta: Henrique Martins and Ricardo dos Santos
Puppet Manipulator: André Damilano
Post-production coordinator: Virgini Fares
Post-Prod. Service: Claudia Rocha
Editing: Nico Matteis
Finisher: Fabio Abreu
Post-production/finishing: Plural
Color: Acauan PAstore
Audio Producer: Cabaret
Musical Production Arrangements and Sound Design: Mãozinha / Toninho Aguiar
Conductor: Little Hand / Toninho Aguiar
Recording / Editing Anitta’s voice: Mãozinha / Marcio Glaser
Music Mixing: Little Hand
Mixing and Finishing: Lucas Comparato and Bruno Guanabara
Assistance: Ingrid Lopes, Flávia Caparelli and Bárbara Russiano
Coordination: Verusca Garcia, Chandra Lima, Débora Mello and Carol Oliveira
Voiceover: Anita
Casting – dancer of the Heavy Baile Jonathan Santos: Suba
Song [regravação]: “Hug me”
Authors: Jorge Sales / Roberto Moura – Universal Music Publishing MGB Brasil
Music copyright intermediation: Suba
Suba Service: Sandra Zimberkinop and Marília Madeira
Management and Artistic Agency Anitta: Amanda Gomes, Marina Moreno, Manu Dias and Theo Mirrot (MAP)
Support Anitta Agency: Ana Lúcia Zambon and Mariana Nogueira (Tastemakers)
Executive producer Anitta: Clara Dourado (One Stop) and Felipe Britto
