Branded Content & Entertaiment / Ouro

Título: Son of a beer
Agência: Young & Rubicam
Anunciante: CCU

Diretor de criação: Fernando Tchechenistky-Daniel Oliveira-Adrián Musso

Produtor da agência: Luis Pompeo-Juan Maidana

Redator:: Daniel Oliveira-Adrián Musso

Sinopse: Quilmes es la cerveza N1 de Argentina desde hace más de 100 años.Es la tradicional, la cásica, y ese es su posicionamiento.Schneider apunta al público joven y apuesta a la lata.Cómo podíamos pelearle a Quilmes de igual a igual con un presupuesto mucho más chico?Haciendo lo mismo que ellos.En el 2017 Quilmes lanzó su campaña protagonizada por Ricardo Darín y Guillermo Francella, la campaña más vista del año. Esperamos que termine y lanzamos la nuestra, con sus hijos. Chino Darín y Nico Francella, dos actores jóvenes muy valoradas por nuestro target.

Diretor de Arte: Daniel Oliveira-Adrián Musso

Produtora: Primo

Diretor: Felipe Gomez Aparicio

Sinopse em Inglês: Quilmes has been Argentina´s leading beer for over 100 years. It´s the classic, the traditional and the most popular beer. Quilmes´ campaigns are always the most remembered and seen and they count with a gigantic budget.Schneider is a younger growing brand that´s trying to grab consumers from other brands in the market, in particular from Quilmes who has most. Schneider is aimed at the younger segment and all the brands work hard to strengthen this positioning. Quilmes had already launched its campaign with their celebrities, two of the biggest, most famous and beloved actors of Argentina: Ricardo Darin and Guillermo Francella.In contrast, we chose two young actors relevant for the target: Chino Darin and Nico Francella; the sons of both Quilmes celebrities. We made use of our opponent’s strength in our favor. We provided our campaign with a higher impact while we strengthened the young image of the brand.