The pieces developed by AlmapBBDO are part of the actions of the “50% less sugar and less marketing” campaign.
FYS, a soft drink from the Heineken Group, launched a campaign with billboards located in unusual places in Brazil, such as behind lampposts, covered by trees and low traffic areas.
The initiative is part of the actions of the “50% less sugar and less marketing” campaign that has been taking place since the relaunch of FYS.
The pieces, developed by AlmapBBDO, bring customized messages for each difficulty in the region where the billboard is implemented.
“The creation came with the strangest request, totally the opposite of what we do for customers: billboards with poor visibility”, commented Luana Gallizzi, AlmapBBDO media director.
In addition to the billboards, the brand is betting on a film that brings the most well-known buzzwords in the advertising universe, launching a playlist on Spotify with a modern reinterpretation of public domain songs and actions on social networks with influencers and brand collaborators.
