Cannes Lions

SEMPRE LIVRE

iThink, Sao Paulo / JOHNSON & JOHNSON / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Execution

The idea was to appropriate a very common cultural code with the target: to record videos and post them on the internet to share with their friends. We put this together with the presence of a teen idol, the singer Manu Gavassi, as Ambassador of the campaign and the possibility of the winner of the contest to sing next to her at the final. To participate, girls from all over Brazil sent videos demonstrating their vocal talent. Through public voting on the campaign's site, the best twenty were selected. Afterwards the committee of judges selects the 5 best videos for the final.

Outcome

For Sempre Livre maxipads (J&J) the campaign brought many positive associations. The campaign also allowed the brand to explore new territory, music. The campaign enjoyed participation from all over Brazil, receiving more than 1100 videos with 800 approved, aside from 9 million votes and 250 millions impressions.

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