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Raphael Taira
Raphael Taira
Director de arte at DILÚVIO
Sao Paulo, Brasil
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TituloHeinz Tattoo Ink
Agência
Campanha Heinz Tattoo Label
Anunciante Kraft Heinz
Marca Heinz
Data da primeira Transmissão/Publicação 2023 / 3
Sector Empresarial Maionese, ketchup, mostardas
Filosofia Heinz Tattoo Ink is a tattoo pigment made with the same care for ingredients that Heinz uses to make ketchup. Brand worked with Brazilian creative agency, SOKO, and top Brazilian tattoo ink manufacturer, Electric Ink, in the development of a Heinz red pigment as part of a brand love campaign. São Paulo – Heinz announced today that they are developing and launching a red tattoo pigment using non-harmful ingredients. Called “Heinz Tattoo Ink”, the project is a direct response from the brand to their legions of fans, who have always made a point of showing their love through tattoos, and sharing it on social media. The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone has banned over 4,000 ingredients used in the creation of tattoo ink pigments, with red being the most problematic of the colors. These inks have been shown to cause allergic reactions, such as rashes and itchiness, as well as other complications during the application of tattoos. Since red is the most used color in Heinz fan tattoos, the brand felt they should do something about it. Through a partnership with Electric Ink, an ink manufacturer that uses only non-harmful components in their ink, Heinz is creating their first red tattoo ink, in a new and proprietary tone based on Heinz official pantone color. The idea for the endeavor came from the brand’s Brazilian agency partner, São Paulo-based SOKO. They and the brand have been working with ink manufacturer, Electric Ink, to create the new pigment over a 14 month period. In addition to the launch of the new ink product, Heinz worked with five notable Brazilian tattoo artists to create 57 original Heinz tattoo stencils — all to align with the brand’s trademark, “57 Varieties.” These stencils will be available on their website to anyone interested in getting an official Heinz tattoo. The artists come from a wide range of ethnicities and backgrounds, purposely chosen to embrace the vast diversity of Brazilian culture. The campaign unofficially kicked off on March 28, with a pre-launch film featuring a few select individuals, each getting one of the 57 tattoos on their bodies. Then beginning this week, São Paulo will be blanketed in outdoor media showcasing these fans and their new skin art. When the final product is ready to distribute, the brand will make the tattoo stencils and ink available to tattoo parlors throughout Brazil. Everything the brand is doing in this project is a result and proof of a good communication with their fan base, listening to them, giving them space and co-creating new scenarios.
Tipo de Mídia Case Study
Comprimento
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Founder and CEO/CCO
Director executivo criativo
Director executivo criativo
Group Creative Director
Creative Lead
Design & Creative Leader
Design & Creative Leader
Design & Creative Leader
Director de arte
Director de arte
Director de arte
Redator
Content Lead
Content Creator
Content, Art Direction
Community Manager
Studio Lead
Motion Designer
CGO
Chief Operating Officer (COO)
Head of Account
Director de contas
Head of Operations
Project Leader
Project Leader
Project Manager
Project Manager
Project Manager
Head of TV
Broadcaster
Broadcaster
Broadcaster
Head of Strategy & Data
Data & Innovation Leader
Data Scientist
Website
Produtor executivo
Produtor
Produtor
Produtor
Frontend Developer
Backend Developer
Backend Developer
Artista digital
3D Artist
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Produtora
Realizador
Produtor executivo
Co-Director
Assistant Director
Director de fotografia
1st AC
2nd AC
Video Assistant
Logger
Electrician
Electrician
Machinery Assistant
Still Shooting
Talent
Talent
Production Assistant
Catering
Driver
Driver
Driver
Studio
Creative and Production Supervisor
Video Editor and Motion Designer
Motion designer
Senior Project Manager
Project Assistant
Account Management
Motion Designer
Motion Designer
Design Retouching
Retocador digital

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