A reference in the gaming and entertainment markets, GMD has just signed yet another important marketing campaign. This time, the agency created and developed the launch material for House of Marley in Brazil. The brand, which specializes in audio equipment, arrives in the country with the mission of positioning itself as a company that combines high quality sound with the positivity, rebellion and activism of the Marley family.
The new campaign, which debuted on August 12, consists of a series of videos of the brand’s products presented by an extensive team of influencers linked to sports, lifestyle, music and the arts, who will publish the content on their Instagram profiles. In every piece, they show how the values linked to the House of Marley – sustainability, inclusion, authenticity and activism – are embedded in their lifestyles.
The videos include skateboarder Guilherme Abe, photographer Anna Laura, wellness curator Ricardo Borbato, chef Gui Poulain, surfer Lucas Silveira, audiovisual producer Harley Alves, lifestyle influencer Layla Foz, videomaker Daniel Cajal, filmmaker Paula Mordente and DJ Cecília Papi.
About the choices, Lucas Patrício, CEO of GMD, explains that “the purpose of the campaign is to use the ideal of doing good to connect the brand with consumers, and the definition of influencers is totally related to that. All are people who have sustainable values such as deciding what to consume and how to behave.”
Committed to the environment, House of Marley uses natural and recycled materials in equipment and donates part of the funds raised to initiatives such as One Tree Planted, which works towards global reforestation, and Surfrider, which seeks to protect and conserve oceans.
Glauco Bueno, Executive Director of Solutions 2 Go, who brought House of Marley to Brazil, says:
“House of Marley rests on four main pillars: materials, sound, retribution and Bob’s ethos, all guided by a mindset of togetherness and concern for the environment. We want to build a community in Brazil that values Bob Marley’s ideas as much as we do.”
Initially, the brand will sell seven products in the country, being wired or wireless headphones, portable speakers and a model of headphones, all with recycled and/or natural materials. More products will arrive in the country in 2022. The start of the campaign coincides with the opening of sales on the brand’s official website, and will last until December.
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