PARIS HILTON by Agencia Mood São Paulo for Devassa

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PARIS HILTON

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Agencia Mood São Paulo
Creative Director Fabio Victoria, Antônio Rosa.
Art Director Mauricio Senise, Marcelo Anache E Guilherme Jorgetti, Hugo Seixas, Rodrigo Marinheiro, Danilo Tranquili
Copywriter Fabricio Franco
Released February 2010

Credits & Description

Category: Point of Sale
Advertiser: GRUPO SCHINCARIOL
Product/Service: DEVASSA BEM LOURA BEER
Agency: AGÊNCIA MOOD
Date of First Appearance: Feb 11 2010 12:00AM
Entrant Company: AGÊNCIA MOOD, São Paulo, BRAZIL
Chief Executive Officer: Augusto Marques da Cruz Neto (Agência Mood)
Chief Creative Officer: Aaron Sutton (Agência Mood)
Creative Director: Antonio Rosa (Agência Mood)
Creative Director: Fábio Victoria (Agência Mood)
Art Director: Danilo Tranquili (Agência Mood)
Art Director: Rodrigo Marinheiro (Agência Mood)
Art Director: Guilherme Jorgetti (Agência Mood)
Art Director: Hugo Seixas (Agência Mood)
Art Director: Mauricio Senise (Agência Mood)
Copywriter: Fabrício Franco (Agência Mood)
Account Director: Andrea Souza (Agência Mood)
Account Manager: Mariana Tinelo (Agência Mood)
Account Manager: Milena Falco (Agência Mood)
Media Director: Eduardo Lellis (Agência Mood)
Production Director: Sabrina Inui (Agência Mood)
Media placement: Refrigerator - Bars And Supermarkets - 11 February 2010

Describe the challenges and key objectives
In a highly competitive market like Brazil, where the main competitor is very powerful, it is necessary to use all of the possible resources. For that reason, the refrigerator was regarded not only as a machine that keeps the beer at -3C, but rather as an advertising piece, an ambassador of the brand’s values, made to get the attention of consumers at a very important moment: the moment of the purchase.

Describe the brief from the client
Launch a new brand of beer – Devassa Bem Loura – on the highly competitive Brazilian market that is still dominated by the competing brewery, which has large fire power, and achieve a 3% share in two years. Important: Devassa in Portuguese, means sexy, independent, bold, and irreverent, in this context.

Describe how you arrived at the final design
Everything was based on the meaning of the beer’s name, beginning with the choice of the star of the entire campaign: Paris Hilton. For the Devassa Bem Loura refrigerator, we worked on the iconographic elements that are a part of the world of sensualism and voyeurism, such as the feminine form and the keyhole.

Give some indication of how successful the outcome was in the market
This resulted in irreverent pieces that grabbed people’s attention. The refrigerator became a pop icon at the POS, with a lot of people taking pictures interacting with it. The refrigerator became a major hit with the POS owners, accumulating 4,800 requests till the end of 2010.