The Drum Awards for Marketing - Extended Deadline

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Agency: Aktuellmix
Client: Hershey's
Date: May 2018
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How does a brand leave the gringo image behind and be part of the conversation in the Brazilian Internet? Owning it.

Hershey’s related its chocolate bars to a popular expression used in one of the greatest hits of the 90s in Brazilian music. The slang ‘’hold this bar’’ is the chorus of Cheia de Manias, by Luiz Carlos. Despite its huge success the song didn’t have a clip, so Hershey’s decided to create an official one in the rhythm of reggaetón.

The brand proposed a challenge to find out who’s ‘’the best bar holder in Brazil’’: how long can someone hold the computer spacebar? The website had hours of exclusive branded content and a prize in gold bars.

Credits

Agency: Aktuellmix

Brand: Hershey

Country: Brazil

Entrant Company: Aktuellmix, São Paulo

Advertising Agency: Aktuellmix, São Paulo

Media Agency: Aktuellmix, São Paulo

Chairman/Partner: Rodrigo Rivellino (Aktuellmix)

Partner/Co-CEO: Celio Ashcar Jr. (Aktuellmix), Mario Medina (Aktuellmix)

VP Strategic Planning and Creation: Fabio Mergulhão (Aktuellmix)

Creative Director: Adriano Panda (Aktuellmix)

Creative Lead: Erica Igue (Aktuellmix), Rodrigo Joia (Aktuellmix)

Art Director: Rodrigo Joia (Aktuellmix), Maurício Quitero (Aktuellmix)

Copywriter: Erica Igue (Aktuellmix), Lucas Negreiros (Aktuellmix), Bianca Ramos (Aktuellmix) Rebeca Avila (Aktuellmix)

Strategic Planning Director: Gabriel Boaventura (Aktuellmix)

Strategic Planning: Gabriel Boaventura (Aktuellmix)

Artbuyer: Edson Silva (Aktuellmix), Andrea Carmassi (Aktuellmix)

Account Director: Juliana Pileggi (Aktuellmix)

Account Manager: Daniela Bayer (Aktuellmix)

Account Assistant: Alexandre Nobrega (Aktuellmix)

Executive Production: Priscila Pacionotto (Aktuellmix), Rodrigo Niro (Aktuellmix)

Print Production: Rodrigo Merigue (Aktuellmix), Amanda Xavier (Aktuellmix)

Media Director: Filipe Crespo (Aktuellmix)

Media Manager: Nathalia Cantalejo (Aktuellmix)

Product Design: Waldir Rugno (Aktuellmix)

Illustrator: Iuri Nogueira (Aktuellmix)

Photography: Paulo José Leite Jr

Film Production Company: Time Riding

Film Director: Dan Reis (Time Riding)

Photography Director: Paulo Leite Jr. (Time Riding)

Sound Production Company: Time Riding
Sound Direction: Thiago Gigliarano e Débora Murakawa (Time Riding)
Art Treatment: Marcelo Xavier (Aktuellmix) e Clesio Teixeira (Aktuellmix)
Illustration Studio: Big Studios e R2 Studio

Client: Marcel Sacco (Hershey), Gustavo Milo Marasco (Hershey), Patricia Prado Gonçalves (Hershey), Amanda Luisi Mendonça (Hershey)