Cannes Lions

TAKE IT LIGHT

PORTA DOS FUNDOS, Rio De Janeiro / ABINBEV / 2021

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Overview

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Credits

Overview

Background

During the pandemic, the whole world had to isolate themselves at home. People were concerned and consuming online information like never before. How should a brand manage to maintain its relevance and visibility during this period?

Idea

Skol is a young and fun brand. With venues and bars on a halt, we needed to find a new way to remain present in people's lives, bringing lightness to these difficult times of social isolation. The brand needed to remain present and relevant in this new scenario, adapting its communication, with new production protocols and especially with new habits imposed on people's routine.

Take it Light (Leveza Desce Bem) was born with a complete ecosystem, embracing the specific tone of comedy and the channels of the brand.

A co-created series with the brand and the producer, which brought daily doses of good news to the public in an atypical moment.

Strategy

Our creative process started by understanding the new habits of the audience to ensure greater organic engagement. We brought the audience to the center of the conversation, respecting the new cultural reality of social distance, using test & learning as a mindset, to adapt and monitor, in real time, the progress of the campaign.

Execution

Our strategy was to develop a multiplatform content for the client's channel, with 17 episodes using humor and different formats to make the audience's quarantine lighter.

In addition to the content strategy, a good understanding of the dynamics of each platform to create the right ecosystem were key to ensure a better interaction with the audience.

Outcome

There were more than 39 million impressions, 17 million views and more than 1.2 million interactions in a strategic content ecosystem with episodes, trailers

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