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1
Itaú Unibanco - “Brazilian Teams that have never existed”.
Itaú Unibanco reimagines women’s football without Brazil’s four-decade long ban using the power of AI.
| Titulo | “Brazilian Teams that have never existed”. |
| Agência | Galeria.ag |
| Campanha | “Brazilian Teams that have never existed”. |
| Anunciante | Itaú Unibanco |
| Marca | Itaú Unibanco |
| Data da primeira Transmissão/Publicação | |
| Sector Empresarial | Banca, finanças, lei e seguros |
| História | Brazilian Bank Uses AI To Celebrate Women’s Soccer As It Should Have Been Itaú Unibanco imagines women’s football without Brazil’s four-decade long ban. São Paulo, August 09, 2023 – To pay tribute to women’s football athletes of today and yesterday, Itaú Unibanco, sponsor of all Brazilian national soccer teams, has focused their latest ad campaign on the four-decade long ban on women playing the sport, using artificial intelligence to envision Brazilian women’s teams from the 1950s, 60s and 70s. The 1941 decree that stated, “Women shall not be allowed to engage in sports incompatible with the conditions of their nature,” lasted until 1983 in the country, crushing the athletic dreams of generations of young women. So, to develop this campaign and honor what might have been, the bank listened to former players, historians, sociologists and specialists who helped describe how it felt to play women’s football at the time. Based on these testimonies and other research, a designer with an expertise in AI generated images of the possible athletes. The result was “Brazilian Teams that have never existed”. Crafted by advertising agency GALERIA.ag, the campaign features print and electronic media pieces that celebrate the imagined teams that never took the field for the 1959, 1963 and 1971 Women’s World Cups. The effort focuses on three pioneers of the sport: Iolanda, a player from Vespasiano during the 60s, who practiced the sport in hiding; Dilma Mendes, a player during the 70s, who is currently the most award-winning football coach in the country; and Pretinha, a player from the 80s, who was part of the first Brazilian women’s team together with Marta and Formiga. The campaign was also supported by football historian and researcher, Aira Bonfim, as well as Giovanna Waksman (better known as Giovanninha), a 14-year-old player on the Sub-17 National Team and a rising star of the sport. “The history of women’s football in Brazil is very rich,” says Thaiza Akemi, Marketing Superintendent at Itaú Unibanco, “But most Brazilians are unfamiliar with the fact that women were once prohibited from practicing the sport. Bringing light to this history in a moment of great relevance and prominence such as the World Cup, is a way to honor everything those women dreamed and accomplished. As official sponsors of all national teams, Itaú wants to do its part to give visibility to this past, bring forward this dialogue to more people and empower future teams.” The project was also featured on social media, with support from celebrities from the football world, such as Fernanda Gentil, Carol Barcelos, Formiga, former referee Fernanda Colombo, and national team player, Camila, all of whom used their profiles to expand the reach of the initiative. “The championship has gained new importance this year,” says Carol Mello, CSO at GALEIRA.ag. “Not for the title itself, but for what our athletes represent. This time, they have taken the field for generations of women who were forbidden to practice the sport, and also for generations of women who will represent our country wearing the Brazilian team jersey in the future. This is what our project is about. AI allowed us to bring to life teams which could not even be formed, but now at least they can be pictured.” |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Mercado | Brasil |
| Mais Informações | https://www.youtube.com/watch?v=m3BXY2nVPMc |
| CCO | Rafael Urenha Creation Executive Direction: Rafael Caldeira and Phil Daijó Creative Direction: Arthur Lobão, Bruno Zampoli, Caio Milanesi and Cris Albano ACD: Mario Cintra Heads of Design: Renan Monjon and Saulo Monjon Creation: Guter Sá, Huanayra Alexandre, Júlia Pimentel, João Batista and Tawane Silva Account: Ana Coutinho, Denise Vieira, Nathalia Chaves and Lucas Freitas Itaú Approval: Eduardo Tracanella, Thaiza Akemi, Caroline Pintarelli, Caroline Paluan, Verônica Bortoloto and Eliza Bianchezi Media: Paulo Ilha, Sofia Raucci, Pedro Santana, Nadia Araújo and Ana Beatriz de Carvalho Strategy: Carol Mello and Marcela Leal PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil Social and influence: Fernando Sahb, Juliana Romano, Natalia Lessa and Thiago Almeida Content Strategy: João Capusso and Gabriella Unger Integrated Production: Ducha Lopes, Fabio Truci, Michelle Teixeira, Natalia Menken, Ana Ananias and Renata Silva A.I Image Production: @theacidtimes and Huanayra Alexandre Image Producer: FRAME Executive Production: Eduardo Simon, Rafael Urenha, Ducha Lopes and Phil Daijó Director: Cris Albano and Fernando Lenox Photography Director: Fernando Lenox 1º AD: Fernanda Vieira de Castro 1º AC: Ricardo Angel Lima Pineiro 2º AD: Bruno Gabriel. Da Silva Pereira DIT: José Luiz Lerma Operator: Julio Becker Stedcam Operator: Daniel Augusto Torquato de Santi Direct Sound: Daniel Henrique Silva Dias Sound Assistant: Kenny Kazuo Ishicava dos Santos Art Director: Nicholas Andrew Kjaer da Fonseca Moura Reis Stage Manager: Francisco Lopes de Souza Make & Hair: Tatiana Chaves Santos Costume Designer: Gabriela Clara da Fonseca Production Director: Renato Marques Base Production: Ana Moura Production Assistant: Evantui de Jesus Moreira (Babu) Production assistant: Caique Castro de Oliveira Lima Production assistant: Alexandre Luiz da Silva Production assistant: Thales Nocchi Lima Electrician: Paulo Nunes 1 Electric assistant: Renato Lelis Oliveira de Souza Eletric assistant: Juliano Areias dos Santos Pereira Porter: Anderson de Souza Azevedo Machinist: Claudio Soares dos Santos 1º Machinery assistant: Aliandro Zoti 2º Machinery assistant: Ygor Walter Wendt Account: Felipe Ribeiro Correia Account: Thatiane Karoline Ribeiro Correia Cleaning: Michele Viana Production car (WTC): Geovanni Bortolo Camera Van car (WTC): Fhelipe Alan Assis da Silva Electric truck and Machinery (Marquinhos): Marcos R. Sales Pereira Electric Pickup and Machinery (Marquinhos): Valter Art car (WTC): Ronaldo Talent car (WTC): Renato Lopes Talent car (WTC): Eduardo Virgilio Post-production: FRAME Executive production: Ducha Lopes Montage: Estevan Schilling Color: Sergio Cicinelli Comp: Andre Toma Motion: Ebson Clarindo Assistant: Andre dos Santos Coordinator: Marillia Ramos Head: Wilson Fernandes Legal: Rosimeire Brito and Isabelle Versannio. Audio Producer: CANJA Account and Project Manager: Matheus Peres Account: Guga Costa Project Manager: Ana Flor Bohrer, Flavia Medeiros Musical Direction: Eduardo Karas, Lucas Sfair, Filipe Resende Musical Supervision: Bruno Vieira Brixel Voice direction: Bruno Vieira Brixel Track: Érica Silva Sound Design: Ardlez Sound editor: Diego Zorrilla Audio Production: Diego Zorrilla, Leonardo Lima |
2
Nissan - Nissan EV School
Dark Horses and Nissan partner to teach children about the exciting world of electrification!
| Titulo | Nissan EV School |
| Agência | Dark Horses |
| Campanha | Nissan EV School |
| Anunciante | Nissan Motor Corp. |
| Marca | Nissan |
| Posted | Agosto 2023 |
| Sector Empresarial | Automotor |
| História | Dark Horses has created the Nissan EV School, a content series that brings Formula E drivers, Sacha Fenestraz and Norman Nato, face to face with the Electric Generation, children (primary school aged) to teach them about the exciting world of electrification. The idea is based on the insight that anyone born after 2013 will likely have to choose electric when buying a new car, due to the EU ban of combustion-engine vehicles in 2035. A cohort of young people, Nissan have named, the Electric Generation. The concept is supported by a wonderfully cute and funny online episodic content series that plays on the curiosity of young people, where the two teachers swap their racing gloves for a chalkboard and field questions from an increasingly inquisitive class of youngsters. The creative in episode one shows the children meet the drivers, who are quickly greeted with questions like, ‘if you win a race do you also get sweets?’ and ‘have you ever thrown a strop when you’ve lost a race?’ and of course, ‘how fast can electric cars go?’ - the top speed of a Formula E racing car being a whopping 300kph (200mph). The children are then surprised with a miniature Nissan ARYIA (although it doesn't stop Sacha trying to give it a go) and they are presented with their next challenge; a mini Formula E race. The episode two teaser entices viewers to an electrifying all electric mini ARYIA kids race, as the children take to the track. |
| Tipo de Mídia | Viral |
| Comprimento |
3
Mercury - The Second Sun
To combat the winter blues after a record low of sunshine hours in New Zealand, FCB partnered with Mercury to put two giant light therapy sun sculptures iconic locations.
| Titulo | The Second Sun |
| Agência | FCB New Zealand |
| Campanha | The Second Sun |
| Anunciante | Mercury |
| Marca | Mercury |
| Data da primeira Transmissão/Publicação | |
| Sector Empresarial | Autoridades energéticas e hidráulicas |
| Filosofia | After a start to the year that saw sunshine hours hit record lows in regions across New Zealand*, the sun was set to shine in August – no matter the weather - as a giant light therapy sun sculpture landed in two iconic Kiwi towns. The Second Sun is illuminated by over 8,000 bulbs that emit a light designed to lift moods during the darker winter months. At 18-metres-wide and 8 metres tall, the enormous sun sculpture is thought to be the largest installation of its kind. The Second Sun was created by FCB Aotearoa in collaboration with The Glue Society for New Zealand company Mercury, and PR managed by Artemis Communications. With Mercury research revealing that three in four New Zealanders (79%) believe that they have experienced the winter blues this year, and that almost one in three (30%) feel the weather has impacted their mood ‘most days’ over the past three months – Mercury hopes the installation will bring a bit more wonderful back into Kiwi days. Light therapy lamps are a commonly used alternative treatment for supporting feelings of low mood and reduced energy in winter. In regions with limited winter sun, research has shown that daily exposure to 30 minutes of sun-mimicking bright light, particularly in the morning – can have a positive impact on a person’s mood.** Art and directing collective The Glue Society was commissioned to create the Second Sun installation. The sculpture was manufactured and installed by Auckland company Unique Creative under supervision of The Glue Society, Production Company Revolver. Artist and Project Director Pete Baker says that he wanted to create an artwork that invites people to be a part of the experience. The Second Sun landed on Mount Maunganui Beach – the quintessential Kiwi beach town on Friday 4th of August through to Sunday 6th of August and Dunedin’s Octagon – a city that’s cold winter days welcomed some August sunshine on Friday 11th of August through to Sunday 13th. The Second Sun is the latest in a series of light installations and festivals Mercury has supported so far this winter, including The Takapuna Winter Lights Festival and The Taupo Winter Festival. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Produtora | Revolver / Will O'Rourke |
| PR Agency | Artemis Communications |
| Art & Directing Collective | The Glue Society |
| Director & Artist | Pete Baker |
| Managing Director / Co-Owner | Michael Ritchie |
| Executive Producer / Partner | Pip Smart |
| Produtor executivo | Jasmin Helliar |
| Produtor | Anna Stuart |
| Director de fotografia | Rob Marsh |
| Illustrator | Andrea Davies |
| Model Making | Unique Creative |
| Chief Creative Officer | Leisa Wall |
| Chief Creative Officer | Peter Vegas |
| Senior Copywriter | Alan Jones |
| Senior Art Director | Angelo An |
| Head of Content | Amanda Langkilde |
| Content Director | Michael Braid |
| Managing Diretor | Laura Goldie |
| Head of Client Partnership | Emily Jagger |
| Chief Strategy Officer | Matthew Kingston |
| Diretor de Estratégia | Grant Henderson |
| Social Strategy Director | Hamish Russell |
| Director de publicidade | Sarah Cowan |
| Director de publicidade | Michaela Chilton |
| Director de publicidade | Anna Wishart |
| Director de publicidade | Stephanie Suddaby |
| Pós produção | The Glue Society Studios |
| Offline Editor | Luke Crethar |
| Som | Liquid Studios |
| Chief Executive Officer (CEO) | Isobel Kerr-Newell |
| PR Director | Beccy Churchill |
| PR Senior Account Manager | Hannah Pearce |
| Media photography | Brett Phibbs |
| Activation | Spur |
| Activation Account Director | Harriet Boyce |
| Activation Account Executive | Casey Mew |
4
Volkswagen - Generations
Using AI, AlmapBBDO reunites Elis Regina with her daughter Maria Rita for a moving duet behind the wheel of the 100% electric version of the Volkswagen Kombi.
| Titulo | Generations |
| Agência | AlmapBBDO |
| Campanha | Generations |
| Anunciante | Volkswagen |
| Marca | Volkswagen |
| Data da primeira Transmissão/Publicação | |
| Sector Empresarial | Automóveis |
| História | The campaign by AlmapBBDO which used artificial intelligence to reunited Elis Regina, one of the greatest Brazilian singers of all time, with her daughter Maria Rita, a modern-day icon with 8 Grammys to her name, four decades after Elis’s untimely death, has already become a watershed in the history of Volkswagen do Brasil and of Brazilian advertising. Shortly after it went live, it became a Twitter trending topic for over 24 hours. On digital platforms, including the brand’s social media and influencers’ posts, it reached over 50 million organic views. It also ranked 1st in Google Trends searches, 1st in YouTube’s trending videos, and got 99% positive comments on the brand’s social media. The reunion meant that Maria Rita, who lost her mother when she was just four years old, was able to sing a moving duet alongside her mother with the help of technology. In the two-minute film, Maria Rita is at the wheel of the 100% electric version of the Kombi, when a car pulls alongside her on the same highway: it’s Elis, driving the classic Volkswagen model. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Agency | AlmapBBDO |
| Director de publicidade | Livia Kinoshita |
| Director de publicidade | Cristiano Mineiro |
| Director de publicidade | Arthur Rocha |
| Planeador | Sérgio Katz |
| Planeador | Bruno Ortiz Machado |
| Planeador | Júlia Albero |
| Planeador | Lavieri Junior |
| Media (Agency side) | Rafaela Alves |
| Media (Agency side) | Luana Gallizzi |
| Media (Agency side) | Everton Maciel |
| Content | Cristiana Uehara |
| Content | Hannamy Layla |
| Produtora | Boiler Filmes |
| Realizador | Dulcídio Caldeira |
| Produtor executivo | Juliana Martellotta |
| Supervisor de clientes | Jonas Monte |
| Supervisor de clientes | Jess Thomaz |
| DP | Juliano Lopes |
| Post | Rafael Barão |
| Produção | Rafael Barão |
| Colorist | Acauan Pastore |
| Post | Equipe Raw Áudio |
| Produção | Equipe Raw Áudio |
| Coordinator | Robério Barbosa |
| President/CEO | Filipe Bartholomeu |
| Chief Creative Officer | Luiz Sanches |
| Director executivo criativo | Rodrigo Almeida |
| Director executivo criativo | Rafael Gil |
| Director executivo criativo | Iron Brito |
| Director executivo criativo | Felipe Cirino |
| Equipa criativa | Francis Allan |
| Equipa criativa | Gustavo Tasselli |
| AV Producer | Diego Villas Bôas |
| AV Producer | Vera Jacinto |
| AV Producer | Murillo Moretti |
| Communications | Christiano Bock |
| Communications | Mariana Nanes |
| Communications | Stephanie Gasparini |
| Communications | Juliana Stern |
| Communications | Fernanda Waniarka |
| Communications | Bruna Nascimento |
| B.I. | Diego Rodrigues |
| B.I. | Guilherme von Brewer |
| B.I. | Amanda Rosa |
| B.I. | Sara Ribeiro |
| B.I. | Matheus Rodrigues |
| B.I. | Victor Castilho |
| Chief Creative Technology Officer | Lilian Cavallini |
| Project Leader | Sabrina Ramiles |
| Project Assist | Vinicyus Maciel |
| UX Director | Paulo Savela |
| SEO Expert | Mayk Sousa |
| Gráficos | José Roberto |
| Head of Client Services/Production | Larissa Perrotta |
| Production lead | Juliana Sigolo |
| Coordination | Bruna Fernandes |
| Coordination | Cintia Varella |
| Coordination | Marina Rohnik |
| Second Unit Director | Rafael Martineli |
| Director de arte | Martin Garcia |
| Production Coordination | Roberto Bellezia |
| Production Coordination | Magali Heinze |
| Wardrobe | Giovanna Moretto |
| Casting | Cintia Cappellano |
| Actor/celebridade | Maria Rita |
| Agent | Alexandre Rodrigues Rosa |
| Agent | Verônica Falcão Rodrigues Braga |
| Produtor executivo | Mariana Da Annunciação Dos Reis |
| Hair and Makeup | Ricardo Dos Anjos |
| Guarda-roupa/estilista | Heleno Manoel |
| Editor | Ricardo Quintela |
| Assistant Editor | Fabio José Bento |
| Post | Renata Dalbem |
| Post | José Neto |
| Music Production Manager | Fernando Forni |
| Music Production Manager | Ricardo Pinda |
| Music Production Manager | Rogerinho Pereira |
| Music Director | Hilton Raw |
| Sound Design and Mix | Enrico Maccio |
| Sound Design and Mix | Philip Braunstein |
| Communications | Carol Peternelli |
| Voz | Maria Rita |
| Studio | RJ Cia do Técnicos |
| Sound Engineer | Flavio Senna |
5
Aldi - Get a Proper Raise
This cheeky OOH campaign from McCann for Aldi shows a loaf of bread physically rising above a billboard to visualize Aldi's latest salary increase for their employees.
| Titulo | Get a Proper Raise |
| Agência | McCann Manchester |
| Campanha | Get a Proper Raise |
| Anunciante | Aldi |
| Marca | Aldi |
| Data da primeira Transmissão/Publicação | |
| Sector Empresarial | Grandes armazéns, supermercados |
| Tipo de Mídia | Exterior |
