Antarctica DM THE 10 MILLION FANS FACEBOOK CAN by DDB Sao Paulo

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THE 10 MILLION FANS FACEBOOK CAN

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Industry Beers and Ciders, Soft Drinks
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Associate Creative Director Rodrigo Zannin, Bruno Tozzini
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Gustavo Victorino, André Faria
Art Director Ulisses Ferreira Razaboni, Bruno Ponzini, Flavia Boggio, Brand Assistant - Bruno Reis
Copywriter Marcos Abrucio, Lucas Guratti
Released January 2013

Credits & Description

Advertiser: AMBEV
Agency: DDB BRASIL
Category: Fast Moving Consumer Goods
Advertising campaign: THE 10 MILLION FANS FACEBOOK CAN
Advertiser: Bruna Buas (Guarana Antarctica)
Creative Director: Andre Faria (DDB Brasil)
Art Director: Bruno Ponzini (DDB Brasil)
Associate Creative Director: Bruno Tozzini (DDB Brasil)
Copywriter: Marcos Abrucio (DDB Brasil)
Advertiser: Thiago Zanettini (Guarana Antarctica)
Chief Creative Officer: Sergio Valente (DDB Brasil)
Account Service: Alessandra Visintainer (DDB Brasil)
Art Director: Bruno Reis (DDB Brasil)
Account Service: Claudia De Almeida (DDB Brasil)
Art Director: Flavia Boggio (DDB Brasil)
Creative Director: Gustavo Victorino (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Art Director: Ulisses Razaboni (DDB Brasil)
Account Service: Janaina Yana (DDB Brasil)
Copywriter: Lucas Guratti (DDB Brasil)
Associate Creative Director: Rodrigo Zannin (DDB Brasil)

Execution
Many brands use Facebook to talk about their products, but Guarana Antarctica did the opposite when talking about the product on Facebook. This way a feat in the digital world that broke barriers in the real world and ended up impacting fans and consumers of Guarana Antarctica around the country.

Outcome
More than 5 million were impacted on Facebook and more than 20 million on Twitter. The campaign was also the subject of various magazines and sites in Brazil and the world and we counted on the participation of some of the country’s biggest celebrities. After all a simple change in the product’s color played its role of an ad and it also turned the object into a highly desired collector’s item.

Client Brief Or Objective
Guarana Antarctica is a Brazilian soft drink brand and one of the country’s icons. Above all, it’s a much loved brand. What confirms that is the fact that it was the first Brazilian brand to reach 10 million fans on its Facebook page. The briefing was very simple: we needed to celebrate this feat.

Implementation
How could we thank our Internet fans and, at the same time let the masses know about our achievement? Instead of creating an ad or a traditional campaign, we decided to go beyond and use the product itself to convey the news: We came up with a special and limited edition of the Guarana Antarctica can, in blue, the Facebook blue. And totally different from the green that has been its color since 1921.