When LBB asked me to choose the five best campaigns in Brazil of all time, it was quite a choice, as we have made many impactful works over the decades. That's why I selected some cases that changed people's behaviours, including incorporating slogans as phrases from Brazilian daily life...
Havaïanas - 'Everybody Wears Them' / 'Todo Mundo Usa'
The campaign is one of the best cases of brand rebranding, which transformed a product previously linked to the poorer classes into a desire for consumption by celebrities and, consequently, by their fans.
Brastemp - 'It's Not Like a Brastemp' / 'Não é Assim Uma Brastemp'
Agency: Talent Marcel
The campaign pieces exalt the quality of the brand's products, always using 'It's not like a Brastemp' to exemplify something that it is not so excellent in different daily situations. The campaign was so striking that it became a very popular phrase in Brazil.
Parmalat - 'Mammals' / 'Mamíferos'
As another successful rebranding case. Parmalat's campaign showcases children dressed as animals and transforms products into objects of desire - collectible plush toys exchanged for brand packaging.
Dove - 'Real Beauty Sketches' / 'Retratos Da Real Beleza'
This documentary, recorded by Paranoid US, addresses discrepancies in portraits made by a forensic artist, guided by the testimony of the women portrayed and others, showing that they describe themselves as less beautiful than they really are.
Coca-Cola x Globo TV - 'Black Santa' / 'Papai Noel Negro'
An unprecedented initiative to present the first black Santa Claus on Brazilian TV in a Coca-Cola branded content on TV Globo's Christmas special. Advertising focused on racial equity and representativeness of the mostly black population in Brazil.