Laive Butter and JWT Search For Worst 'Butter Fingers' Goalkeepers in Peru
Comedic TV spot sees the brand select the most calamitous keepers and take them to the World Cup in Russia to learn from the best
Laive butter and J. Walter Thompson, launch a hunt of “butter fingers” soccer goalkeepers in Peru to select the worst and take them to the World Cup in Russia to learn from the best, in its new TV spot.
This spot is part of an integrated campaign which includes TV, digital and OOH, and draws a breaking point for the brand’s communications, in particular, and for the category, in general.
“The ‘Butter Fingers’ campaign marks a communicational milestone in the brand’s history, choosing a different tone and freeing itself from the classic creativity linked to our breakfast, to take ownership of an unexplored field for a dairy products brand and using a very strong insight amongst futbol soccer fans”, explains Henry Trou, Marketing Manager at Laive.
“This campaign leaves behind common prejudices of dairy products. The creativity leaves the kitchen and the ‘happy product consumption’ format, to get inside a futbol field. We capitalized an insight deeply attached to the soccer culture which is the ‘Butter Fingers’ goalkeeper nickname and aligned it with the brand claim which is ‘Everything gets better with Laive butter’ in a story that uses humor”, adds Diego Livanchoff, Creative VP at J. Walter Thompson Peru.
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Production Company: Lungo Films
Executive Producer: Claudio Pastorino
Director: Javi Altholz, Billy Bell-Taylor (Assistant)
DOP: Nicolás Trovato
Producer: José Luis Maura (Pico), Rafael Acuña (General)
Line Production: Christian Umbert
Location: Del Mate Producciones (Field producer)
Post Production Supervisor: Scarlet Orrego
2nd AD: Felipe García Fossa
Sound Design: SIN ANESTESIA / Claudia Incio
Account Director: Lorena Garcia
Digital Agency: Sr Burns
Creative Agency: J. Walter Thompson Peru
Copywriter: Alejandro Gutierrez
Art Director: Ivan Malqui
Planner: Paola Tealdo (VP)
Account Executive: Fiorella Reynoso
Creatives: Diego Livachoff (VP)
General Manager: Nestor Ferreyro
Agency Production: Mónica Torres, Nicole Simons (Assistant)
Client Supervisor: Henry Trou, Karina Perez, María Fe Subiría, Diego Dioses
Genres: Comedy, People
Categories: Food, Fresh fruit and vegetablesWunderman Thompson LATAM, Fri, 23 Feb 2018 10:46:50 GMT