The action produced with Soko invites people to reflect on their routines and change their relationship with the place where they live.
Tembici launched the Freedom campaign, in partnership with Marina Sena, where the singer interprets the song by the group Só Pra Contraria, “Essa Tal Liberdade”.
Through the famous line “What am I going to do with this freedom?”, the action produced with Soko invites people to reflect on routines and change the relationship they have with the place where they live, bringing the bicycle directly connected to that context.
“The cycling experience refers to freedom, the balance of agile movement and at the same time integrated with the nuances of the city. As in the art and music of the campaign re-recorded by Marina, we discover new sounds, rhythms and possibilities even when revisiting a classic of Brazilian pop culture”, said Gustavo Aguiar, CRO of Tembici.
The campaign will have an unfolding on TikTok, with platform influencers who were selected by Spark, such as: Carol Peixinho, Lucas Bissoli, Hana Khalil, Darnley Ferreira, Sergio Malheiros and Thais Carla.
In addition, on the streets it will also be possible to interact with the theme “Freedom”. In subways, for example, the screens available inside the wagons will turn into karaoke, with the verses appearing and inviting people to hum the classic.
“The great insight of the campaign was to materialize the concept of this freedom, through the bicycle, for generations that explore the nuances of the city, uniting the emotion of a classic”, said Isabela Marangoni, Creative Leader at Soko.
