Magic Audios” by Ogilvy for Coca-Cola
Posted: Mon Jan 20, 2025 5:56 am
As part of the “Christmas Always Finds a Way” concept, last Christmas, Coca-Cola used audio and artificial intelligence to distribute prizes and promote the message of celebration. In the initiative, participants registered on the brand’s WhatsApp and sent voice messages, wishing happy holidays and trying to draw the silhouette of a Coca-Cola bottle with the audio waves. Whoever achieved at least 80% similarity won a voucher to use on iFood and entered the competition for a prize of R$10,000. Each user had three chances and, to participate more times, they had to buy products from the brand on iFood and send the receipts to the promotion number. The action was created by Ogilvy Consulting & Experience Brasil, as part of the OpenX operation, by the WPP Group with Coca-Cola. The virtual assistant with AI was trained for about two months to be able to judge and classify audio formats and content.
“Friendly Shelter”, by AlmapBBDO for Eletromidia
In order to promote greater safety in cities, especially for vulnerable groups, AlmapBBDO and Eletromidia launched the “Abrigo Amigo” initiative. The project consists of installing cameras and a button that greece whatsapp data activates a call center that operates between 8 p.m. and 5 a.m. This way, the public at the bus stop can contact employees available to talk and keep passengers company while they wait for their transport. After starting the installations, the company sought brands to make the initiative viable. Some of the companies involved were: Anhanguera, Bradesco Seguros, Diageo, Santander, Sempre Livre and Vivo. The first shelter was installed in Campinas. The film that originated from the prototype won the Golden Lion at the Cannes International Festival of Creativity. Eletromidia plans to install 100 bus stops in three Brazilian cities (São Paulo, Rio de Janeiro and Campinas). The project already has support from the City of São Paulo, the Government of the State of São Paulo and the Federal Government.
“Accept cookies”, from Lew'Lara\TBWA for Piraquê
In light of new legislation, such as the LGPD, which aims to guarantee the privacy of online audiences, most websites that capture user data have had to start asking for permission to capture browsing information, the so-called “third-party cookies”. To alleviate the stress of having to accept or refuse the use of third-party cookies and also increase their brand awareness, Piraquê and Lew'Lara\TBWA developed the “Accept Cookies” campaign. On UOL's privacy policy banner, the companies created a button where the user could choose to “accept cookies with real chocolate”. From there, the user was directed to a promotional page with options for the brand's cookies. After registering and completing the process, the audience was able to receive the products at home via iFood. The brand invested R$221 thousand in the campaign and managed to deliver 12 thousand cookies to users. The initiative was a finalist in the Media category at Cannes Lions 2023.
“Beck's 70+”, by AKQA for Beck's, a beer from Ambev
The Beck's 70 campaign was a finalist at Effie Brasil 2023 in the Influencer Marketing — Products and Diversity, Equity & Inclusion — Brands categories. Ambev's beer, in creative partnership with AKQA, aired the campaign against ageism. The motto arose from the scientific fact that, as we age, our taste buds change, becoming more resistant to bitter flavors. By parodying a scene from the film Superbad (2007), starring Christopher Mintz-Plasse, in which the character, when trying to buy a limited edition case of Beck's, comes under the scrutinizing gaze of the salesman, the campaign was accompanied by two activations: the first, at Zé Delivery, in which it was necessary to prove that they were of legal age to receive the beer and, on the day of the launch, at the Gop Tun Festival, there was a VIP list of tasters over 70 years old. The film was produced by We Are Sicarios and Hefty. The action proposed to highlight the importance of questioning prejudices and reductionist conceptions about healthy aging.
“Flash on Hopscotch”, by FCB for Flash
With over five thousand interactions on social media, the “Flash na Amarelinha” campaign, created by FCB, increased financial transactions using the Flash Benefícios card in the sports sector by 13%. Amid the Qatar World Cup and complaints from Brazilian consumers about the price of the team’s official jersey, the benefits and financial services worktech provided 50% cashback to people who customized the jersey with the brand’s name. However, after two weeks, Nike’s official website (where the items were sold) blocked customization. In response, Flash offered the first 100 customers who customized a jersey the full price of the official item in the form of benefits from partners such as iFood, Uber and Outback. The brand ambassador, Pequena Lo, helped to increase the campaign’s engagement on social media. The films were produced by Compañia. The campaign won Gold in the Social & Influencer category at Cannes Lions 2023.
“A Place in the Sun” by Soko for Dove, Unilever
Dove, a brand owned by Unilever, developed a prototype of a chair designed for different body types. The model created was wider and safer than others on the market and was made available in open source format, meaning it was accessible for manufacturers to reproduce, expanding the offer on the market. The campaign included an action on Leme beach in Rio de Janeiro, which made it possible to rent the pieces for free. Those interested could also find the chairs in Copacabana, Ipanema, and Leblon, and later, visitors could rent the seats for free from beach vendors on the Rio de Janeiro coast. The initiative was designed based on a survey that assessed the challenges faced by different groups in enjoying the summer. Conducted by Instituto Ideia, the study revealed that 51% of people with disabilities (PWDs) and 42% of overweight people have stopped going to the beach due to limitations in the location's structure. Soko was responsible for creating the initiative.
“Friendly Shelter”, by AlmapBBDO for Eletromidia
In order to promote greater safety in cities, especially for vulnerable groups, AlmapBBDO and Eletromidia launched the “Abrigo Amigo” initiative. The project consists of installing cameras and a button that greece whatsapp data activates a call center that operates between 8 p.m. and 5 a.m. This way, the public at the bus stop can contact employees available to talk and keep passengers company while they wait for their transport. After starting the installations, the company sought brands to make the initiative viable. Some of the companies involved were: Anhanguera, Bradesco Seguros, Diageo, Santander, Sempre Livre and Vivo. The first shelter was installed in Campinas. The film that originated from the prototype won the Golden Lion at the Cannes International Festival of Creativity. Eletromidia plans to install 100 bus stops in three Brazilian cities (São Paulo, Rio de Janeiro and Campinas). The project already has support from the City of São Paulo, the Government of the State of São Paulo and the Federal Government.
“Accept cookies”, from Lew'Lara\TBWA for Piraquê
In light of new legislation, such as the LGPD, which aims to guarantee the privacy of online audiences, most websites that capture user data have had to start asking for permission to capture browsing information, the so-called “third-party cookies”. To alleviate the stress of having to accept or refuse the use of third-party cookies and also increase their brand awareness, Piraquê and Lew'Lara\TBWA developed the “Accept Cookies” campaign. On UOL's privacy policy banner, the companies created a button where the user could choose to “accept cookies with real chocolate”. From there, the user was directed to a promotional page with options for the brand's cookies. After registering and completing the process, the audience was able to receive the products at home via iFood. The brand invested R$221 thousand in the campaign and managed to deliver 12 thousand cookies to users. The initiative was a finalist in the Media category at Cannes Lions 2023.
“Beck's 70+”, by AKQA for Beck's, a beer from Ambev
The Beck's 70 campaign was a finalist at Effie Brasil 2023 in the Influencer Marketing — Products and Diversity, Equity & Inclusion — Brands categories. Ambev's beer, in creative partnership with AKQA, aired the campaign against ageism. The motto arose from the scientific fact that, as we age, our taste buds change, becoming more resistant to bitter flavors. By parodying a scene from the film Superbad (2007), starring Christopher Mintz-Plasse, in which the character, when trying to buy a limited edition case of Beck's, comes under the scrutinizing gaze of the salesman, the campaign was accompanied by two activations: the first, at Zé Delivery, in which it was necessary to prove that they were of legal age to receive the beer and, on the day of the launch, at the Gop Tun Festival, there was a VIP list of tasters over 70 years old. The film was produced by We Are Sicarios and Hefty. The action proposed to highlight the importance of questioning prejudices and reductionist conceptions about healthy aging.
“Flash on Hopscotch”, by FCB for Flash
With over five thousand interactions on social media, the “Flash na Amarelinha” campaign, created by FCB, increased financial transactions using the Flash Benefícios card in the sports sector by 13%. Amid the Qatar World Cup and complaints from Brazilian consumers about the price of the team’s official jersey, the benefits and financial services worktech provided 50% cashback to people who customized the jersey with the brand’s name. However, after two weeks, Nike’s official website (where the items were sold) blocked customization. In response, Flash offered the first 100 customers who customized a jersey the full price of the official item in the form of benefits from partners such as iFood, Uber and Outback. The brand ambassador, Pequena Lo, helped to increase the campaign’s engagement on social media. The films were produced by Compañia. The campaign won Gold in the Social & Influencer category at Cannes Lions 2023.
“A Place in the Sun” by Soko for Dove, Unilever
Dove, a brand owned by Unilever, developed a prototype of a chair designed for different body types. The model created was wider and safer than others on the market and was made available in open source format, meaning it was accessible for manufacturers to reproduce, expanding the offer on the market. The campaign included an action on Leme beach in Rio de Janeiro, which made it possible to rent the pieces for free. Those interested could also find the chairs in Copacabana, Ipanema, and Leblon, and later, visitors could rent the seats for free from beach vendors on the Rio de Janeiro coast. The initiative was designed based on a survey that assessed the challenges faced by different groups in enjoying the summer. Conducted by Instituto Ideia, the study revealed that 51% of people with disabilities (PWDs) and 42% of overweight people have stopped going to the beach due to limitations in the location's structure. Soko was responsible for creating the initiative.