Heineken: Chase by Talent Marcel

Client: Heineken
Date: Dec 2018
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Brazilians love Guaraná. It’s the local soft drink and for those who have grown up in Brazil, it has the taste of childhood. Now Heineken Brazil is launching its new Itubaína Guaraná, and that’s where the campaign positioning comes from. It promises to remind grown-ups of long forgotten fun, something they might have lost contact with.

The film, made for digital and TV, shows a chase of office workers in chairs for the last bottle at the office that quickly gets out of control. It’s filled with Easter Eggs and hidden references of icons in pop culture. Specific versions were edited for each type of consumer, emphasizing the scenes that appeal the most with different kinds of people.

“The whole campaign was thought out with the goal of offering our consumers an experience that goes beyond the soft drink”, says Bruna Fausto, marketing director of Itubaína at Heineken Brazil.

Credits

Client: Heineken

Title: Chase

Product: Itubaína Guaraná

CCO: João Livi

Creative Directors: Eduardo Martins e Daniell Rezende

Creative and Interactivity Director: Marcello Droopy

Creative Team: José Carlos Lollo, Pedro Guerra, Daniell Rezende

Out Of Home / Key Visual Creative Team: Mellina Fontoura, José Carlos Lollo, Pedro Guerra

Interactivity Creative Team: Breno Amaro, Pedro Aranha, William Oliveira, Marcello Droopy

Strategic Planning: Gabriela Soares, Douglas Nogueira, Pedro Spadoni

Interactivity and Strategy Director: Lúcio Freitas

Content Strategy: Vitor Ayrosa, Mariana Fioravanti

BI: Maria Clara Passos, Maria Eugênia Lucchesi

Digital Producer: Suzana Lin

Digital Production House: Um Studio

RTVC/Agency Production Team : Maria Hermínia Weinstock, Erika Sartini

Client Services: Renato Broggin, Michele Sibile e Louise Merli

Media Team: Violeta Noya, Eduardo Ferreira, Luca Lima, Rafael Takeshita, Caio Augusto, Moisés Neto e Livia Torres

Production House: Barry Company

Director: João Papa

Assistant Director: Filipi Fransciquini

Director of Photography: Alex Vecchi

Digital Content Director: Jorge Alaniz

Digital Photography Director: Alex Vecchi

Executive Producers: Krysse Mello e Juliana Martellotta

Client Services: Daniela Silva

Art Director: Marines Mencio

Editing: Ivan Kanter Goldman

Finalization: Viviane Torre

Post-production: BARRY COMPANY

Sound Production House: Mission Music

Client Services: Lu Fernandes / Vic Gaibar

Producer: Gabriel Soster e equipe

Announcer: Paul Wingerden

Client Approval: Bruna Fausto, Anna Dafico, Barbara Ikari

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