Direct / Ouro

Título: TagWords
Categoria: B05. Use of Print / Outdoor
Agência: Africa
Anunciante: AB InBev

Sinopse: Being ingrained in alternative culture created an astonishing effect for Budweiser: artists who were taking their first steps, but later became huge music icons, embraced the brand with no request or paychecks. By searching on Google, we discovered pictures of famous artists casually drinking a Bud in their time off. These pictures are treasures that represent the brand’s legacy on music. But, although they are part of Budweiser’s history, it cannot show them. Budweiser never asked or payed for these pictures, and that’s the beauty of it. So, instead of promoting them, we decided to simply give people directions to find them by themselves, in their natural habitat: Google. All these pictures can be easily found via Google search, as long as you know the exact directions. With a smart use of search engine, we tracked all the combinations of words that can take people straight to each picture, and with this data invited people to search for specific combinations of words. We selected 10 pictures that contemplate different types of music and displayed the online ads according to the music taste and search history of each user to start this hunt with more relevance. But we wanted to take over the conversations around the country, so we worked on a cross- media strategy, including magazines, OOH, taking over music bars and clubs with beer mats carrying our tag words.

Sinopse em inglês: Being ingrained in alternative culture created an astonishing effect for Budweiser: artists who were taking their first steps, but later became huge music icons, embraced the brand with no request or paychecks. By searching on Google, we discovered pictures of famous artists casually drinking a Bud in their time off. These pictures are treasures that represent the brand’s legacy on music. But, although they are part of Budweiser’s history, it cannot show them. Budweiser never asked or payed for these pictures, and that’s the beauty of it. So, instead of promoting them, we decided to simply give people directions to find them by themselves, in their natural habitat: Google. All these pictures can be easily found via Google search, as long as you know the exact directions. With a smart use of search engine, we tracked all the combinations of words that can take people straight to each picture, and with this data invited people to search for specific combinations of words. We selected 10 pictures that contemplate different types of music and displayed the online ads according to the music taste and search history of each user to start this hunt with more relevance. But we wanted to take over the conversations around the country, so we worked on a cross- media strategy, including magazines, OOH, taking over music bars and clubs with beer mats carrying our tag words.

Film Production: Landia

Sound Design: Evil Twin

Webcore: Webcore

Diretor de criação: Matias Menendez / Sergio Gordilho

Redator: Felipe Ribeiro / Rafael Quintal

diretor arte: Rodrigo Sganzerla / Sergio Gordilho/ Matias Menendez

Projetos Especiais: Monique Lima/ Juliana Leite / Juliana Mendonca/ Julia Newman / Isabela Levy

Atendimento: Carolina Boccia/ Bruna Alonso/ Rafael Nogueira / Mariana Marcao

Gerente de Projetos: Carolina Mader

Mídia: Luiz Fernando Vieira / Rodrigo Famelli / Tony Arbex / Bruna Morano / Leonardo Araujo

Planning: Rodrigo Maroni / Aldo Pini / Vitor Amos / Larissa Perroni / Isabella Ayub / Glaucia Guerra / Milena Vieira

PR: Fabiana Antacli/ Carla Guimarães/ Isabela Levy

Produção Gráfica: Carla Lustosa / Fernanda Badan / Dirceu Aquino

Art Buyer: Carmen Castillo

Diretora: Aline Lata

Produtores Executivos: Sebastian Hall / Carol Dantas

Coordenador de pós produção: Elton Bronzeli

Produção: Andre Mortara

DOP: Erico Toscano

Edição: Diego Merulla / Cadu Silveira

Color Grading: Marla Color Grading

Produção Musical: Andre Faria / Murilo Faria / Rafael Campanini