Motorola, an iconic mobile phone brand, saw its presence in Brazil's premium market decrease due to Samsung and Apple's growth. To address this, Motorola partnered with Telefónica Vivo to launch the Moto Edge 30, featuring the brand's best camera. The goal was to emotionally reconnect with consumers aged 30-45 and encourage consideration for premium Motorola phones with Vivo's 5G connection.

The challenge was finding a spokesperson to resonate with Brazilians and endorse the Moto Edge 30's photography power, while being unique and untied to other brands. The solution was the character Buscapé from the acclaimed film City of God. Even after 20 years, the film still resonates with Brazilians, making Buscapé the ideal spokesperson to promote the new technology and establish an emotional connection with the target audience.

The creative idea for this project focused on revisiting the iconic Brazilian film "City of God" and its protagonist, Buscapé, to harness nostalgia and create an emotional connection with the audience. The creative insight realized that invoking fond memories and shared experiences could amplify the brand message, leading to a memorable campaign.

In a 14-minute short film serving as a sequel to the original, the project integrated Motorola's smartphone and Telefonica Vivo's 5G connection into Buscapé's photojournalist journey. This enabled the audience to witness the real-life applications of the smartphone's features within a culturally relevant narrative.

Merging past and present, the creative idea effectively showcased the brand's advanced technology within a familiar, emotionally charged story. This fusion amplified the brand message and strengthened the bond between the audience and the brand, making the campaign impactful and unforgettable.

The campaign targeted Brazilian consumers aged 30-45, a key demographic for premium smartphones, who have an emotional connection with the iconic film "City of God." The strategy focused on capitalizing on the power of nostalgia and the audience's bond with the film's protagonist, Buscapé.

The approach was to reimagine Buscapé as a photojournalist using Motorola's smartphone and Telefonica Vivo's 5G connection, integrating the brand into a cherished narrative. This aimed to create an emotional link between the audience and Motorola, leading to increased consideration for the brand's premium devices.

By leveraging the emotional appeal of a culturally relevant story, the campaign aimed to resonate deeply with the target audience, resulting in greater brand awareness and affinity. This strategic approach ensured that the campaign was designed specifically for the Brazilian market, making a strong connection with consumers by tapping into their shared cultural history and memories.

The Buscapé campaign achieved a delicate balance between entertainment and advertising by filming scenes in two distinct ways. One set of scenes incorporated the products seamlessly into the story, while another focused on the key features of the products to be used in digital ads like Instagram Stories, bumper ads, and internet displays. These digital ads were then run concurrently with the movie's release in cinemas, on TV, streaming platforms, and YouTube. By using a multi-platform approach, the campaign was able to reach a broad and diverse audience. This strategy also ensured that the product advertising was not overly intrusive or disruptive, maintaining the audience's viewing experience. The campaign's success can be attributed to its ability to find a perfect balance between entertainment and advertising, resulting in a highly engaging and effective advertising campaign.

The 14-minute short film was considered as vibrant and intriguing as the original, receiving praise from various sources. Several outlets, such as Shots, Adweek, AdAge, Little Black Book, and Folha de São Paulo highlighted its vibrancy, stirring nature, gorgeous visuals, skillful storytelling, and being a good example of branded content.

This collaboration between the underdogs resulted in:

- 1 million total viewing hours of content.

- 310 million impacts

- Record sales for Motorola in partnership with Telefónica Vivo

Due to popular demand, Buscapé's story will continue in a series produced by HBO MAX, showcasing the power of branded content.