Cannes Lions

GUARANA ZERO SOFT DRINK

DDB BRASIL, Sao Paulo / AMBEV / 2007

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Overview

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Credits

Overview

Execution

Changing a large newspaper’s layout starts with the difficult task of convincing the paper’s directors. “Convincing” machines and computers to accept this technical change was far simpler. And so it was done: on April 13th of this year, Folha de Sao Paulo’s page 5 was page 0. It was probably the first time, anywhere in the world, that a largely circulated newspaper printed a Page 0.

Outcome

On a tight budget - US$ 105,000 - we generated impact on 1.5 million readers and potential consumers, while adding media coverage to the Guarana Antarctica Zero Sugar launch. As this action took place close to the deadline dates for submission at Cannes, no result data is currently available.

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