Trident DM VIP LETS LAUGH by J. Walter Thompson Sao Paulo

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Industry Chewing-Gum
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez, Rinaldo Ferrarezi, Mario D`andrea, Fábio Brandão, Roberto Fernandez David
Art Director Stefano De Luccia, Fabio Guimaraes
Copywriter Fabio Fernandes Rodrigo Visconti
Producer Flavio Colella, Fabio Sato
Account Supervisor Fernanda Antonelli
Illustrator Rafael Chaves
Released November 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Product/Service: CHEWING GUM
Date of First Appearance: Nov 1 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President / Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director: Fábio Brandão (JWT)
Creative Director: Rinaldo Ferrarezi (JWT)
Art Director: Fabio Guimarães (JWT)
Art Director: Stefano De Luccia (JWT)
Copywriter: Rodrigo Visconti (JWT)
Illustrator: Rafael Chaves (MÖVE)
Art Buyer: Renata Sayão/Vanessa Nunes (JWT)
Producer: Fábio Sato/Flávio Colella (JWT)
Account Supervisor: Fernanda Antonelli (JWT)
Account Team: Karina Domingues (JWT)
Account Team: Elisa Velez (JWT)
Account Team: Pedro Laguardia (JWT)
Account Team: Charis Carelli (JWT)
Media Team: Ezra Geld/Davi Ralitera/Karina Heartel/Stephanie Campbell (JWT)
Client Supervisor: Gonzalo Uribe/Vinicius Germano/Vinicius Pan/Alexandre Thompson (Cadbury Adams)
Media placement: Ad Insert - VIP Magazine - November/2010

Describe the brief/objective of the direct campaign.
Trident's T-Shirts is a collection of Funny T-Shirts that we created to help trident strengthen its brand among young audiences. We needed to launch the t-shirts and generate buzz for the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So, we decided to seduce the audience. VIP Magazine is the Brazilian GQ. Once a year, they release a special edition with the 100 hottest women in the world.
We invited Juju, elected 2010 sexiest woman by the readers, to wear one of the Trident's T-shirts in her photo essay. Following her pictures, we gave the readers a gift. We placed an insert that was actually one of the trident t-shirts. The reader could detach the page and iron it on to make his own Trident t-shirt with it.

Explain why the creative execution was relevant to the product or service.
They were funny, eye-catching, and carried the brand philosophy.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
100% of the Lets Laugh T-shirts were sold.
Juju pictures were a viral phenomenon and made our t-shirt famous overnight. The t-shirt insert generated great visibility for the brand in the websites and blogs. Plus, 300,000 consumers received a free t-shirt in their houses.