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Rafael Pitanguy
Rafael Pitanguy
Creative Vice President at VMLY&R, São Paulo
São Paulo, Brasil
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TituloSound Names
Agência
Campanha Sound Names
Marca Bolivar Baby & Kids
Data da primeira Transmissão/Publicação 2024 / 4
Sector Empresarial Produtos de limpeza, sabões, detergentes
Filosofia In Peru, according to RENIEC (National Registry of Identification and Civil Status), there are people with peculiar names such as Chucky, Joker or Merry Christmas. According to specialists, far from being funny, such a name can have a negative impact on the construction of one’s personality, as our name is the first sign of our identity, and being called by the names mentioned before can generate future bullying or harassment.

Therefore, Bolivar Baby & Kids, the detergent that specializes in baby clothes care, has developed a way for babies to participate in the choice of their name: Sound Names. Taking advantage of the fact that babies in the womb can recognize pleasant sounds from week 29 onward, we turned name options into unique melodies with the help of music production software, which features a tool called “Piano Roll” that offers a distinctive visual representation of musical notes in a melody. We chose notes that form letters, thus giving sounds to the names..This way, mothers played the melodies to their babies, and upon perceiving a reaction from the baby, they knew that was the name they wanted to give them.
Tipo de Mídia Case Study
Comprimento
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Global Chief Creative Officer
Deputy Chief Creative Officer
Regional Chief Creative Officer
Deputy Regional Chief Creative Officer
Deputy Regional Chief Creative Officer
Chief Executive Officer (CEO)
Chief Creative Officer
Director criativo
Director criativo
Senior Art Director
Senior Copywriter
Senior Graphic Designer
Production Director
Produtor
Client Services Director
Director de contas
Executivo de contas
Social Media Manager
Produtora
Realizador
Director de fotografia
Produtor executivo
Produtor executivo
Music Creative Director
Compositor

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