2021 // @ ARTPLAN RJ
Background:
The reality show, Big Brother Brazil 2020, had ended with a historical winning: Juliette Freire was the winner with vote percentage of 90.15%, a record achievement. The love for Juliette was because of her personality: she was always saying the truth on the show, and talking about her difficult path before BBB, reinforcing the importance of the education.
Insight:
Estácio, a famous Brazilian college, needed a new face for its ads and Juliette seemed to be the perfect choice because of her trajectory, as an honest girl that treasures education.
Idea:
We invited Juliette to tell her the truth about Estácio’s education, bringing “Estácio Commitment” to make students shine through the studies. To do that, we made a film ad with Juliette and used the social media to tell her story and reinforce her link with college.
My part:
All the scripts of the campaign had my touch: the hero film and its reductions, and the social media videos. I also had a part on the script of the “cordel film”, a special content that tells Juliette’s story using the style of Brazil’s Northeast region, where she was born and raised.
Results:
The cordel film reached more views than the hero film, totalizing more than 3,5M views on YouTube. The hero one reached 1,5M views.