In addition, the brand exchanges “100% Beer” for “100% Beer” with the aim of increasing product focus
“ITA-refreshing”, “ITA-no malt”, “ITA-marking”. In its new campaign, Itaipava uses the name ITA itself to highlight the attributes of the family contained in the portfolio. The signature “100% Beer” changes to “100% Beer”, with the product now at the center of communication.
Signed by WMcCann, the campaign features a TV movie, OOH media, influencer marketing with names such as actress and singer Cleo, and Northeastern singers and musicians Tarcísio do Acordeon, Vitor Fernandes and Felipão, in addition to an initiative for social networks called ITA-RESPOND.
The action includes videos with the participation of a brewer master and a sommelier of styles from Grupo Petrópolis, answering from myths to technical questions about brewing beer. There are 10 pills that deal with specific topics that permeate consumer doubts and will be told, in a technical and simple way, by those who understand the subject.
“The campaign inaugurates this special moment for the brand to bring us closer to the public in Itaipava. We want him to recognize and connect with beer, as well as explore opportunities for new consumers. ITA is popular, easy to understand and allows for many developments”, comments Lele Pereira, creative director at WMcCann.
Datasheet:
Agency: WMcCann
Client: Grupo Petrópolis
Product: Itaipava
Campaign name: Itaipava Family
Client Team: Naiara Brugneroto, Douglas Yoshida, Rafael Collaço and Fernando Martins
Chairman: Hugo Rodrigues
CEO: André France
CCO: Mariana Sa
Executive VP and General Manager of WMcCann SP: Vitor Lieff
Creative direction: Alessandra Pereira
Creation: Waldemar França, Lara Rangel, Amanda Pirovani, Fabio Porto and Thiago Lacorte
Motion: Thiago Mariano
COO & CSO: Renata Bokel
Planning: Hugo Santos, Dalton Campos, Ryo Masunouchi and Yasmim Alves
Content Director: Patricia Colombo
Content: Cirilo Dias, Augusto Oliveira, Thays Mota, Tassiana Cabral and Christian Barros
Business Director: Fernanda Duca
Attendance: Tassiana Ferrari, Marcia Fernandes, Henrique Tavares and Igor Florindo
Executive Director of Operations: Leticia Costa
Project Manager: Luara Fernandes and Renato Ferrari
VP of Media: Fabio Urbanas
Media: Regina Ponte, Vanessa Farina, Caio Mendonça, Victor Huggo, Luciano Braz and Nathalia Brito
BI: Paulo Shindi, Felipe Borges, Rafaella Fernandes, Camila Oliveira, Paulo Pancheri and Gabriela Lima
Production Director: Camila Naito
Integrated Production: Andrea Metzker, Paulo Soares, Lorena Latorre
Film producer: SICARIOS
Creative Director: Nixon
Directed by: Nixon + Bia Pinho
Line Producer: Rafa Pinto
Operations: Lindin Lima
Attendance: Babi Kosloff and Yuri Fuly
Assistant Director: Tati Klein
RJ Production Director: Gabriela Iglesias
SP production director: Lorran Oliveira
Director of Photography: Nixon
Art Direction: Caca Montagnana
Costume designer: Neyzona
Makeup artist: Paulo Botelho
Cast Producer: Bruna Palma, Bando, Amanda Michelini
Location Producer: Carlos Vaz
Post Production/Finishing: Guava Post
Assembly: Guava Post
Motion/Illustration: Marcos Faria (Bong.TV)
VFX: Flow VFX
Color Grading: Acauan Pastore
Sound producer: Comando S Audio
Producer: Lucas Rezende
Musical Direction: Serginho Rezende
Finishing: Team Command S
Production coordination: Andrea Barreto and Paulo Galvão
Assistance: Andrea Barreto and Elis Pedroso
Singer: Lucas Rezende
Voiceover: Lucas Rezende
Public Relations: Kerena Neves and Giulia Camargo
