EL OJO BEER by Santa Clara for El Ojo de Iberoamérica Festival


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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Brazil
Agency Santa Clara
Art Director Ronaldo Tavares, Maso Heck E Thiago Grossi
Editor Fernando Campos, Raphael Quatrocci, Leo Avila E Caio Lekecinskas, Valdir Bianchi
Released October 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Creative Director: Fernando Campos (Santa Clara)
Editor: Raphael Quatrocci (Santa Clara)
Editor: Caio Lekecinskas (Santa Clara)
Editor: Leo Avila (Santa Clara)
Editor: Fernando Campos (Santa Clara)
Art Director: Thiago Grossi (Santa Clara)
Art Director: Ronaldo Tavares (Santa Clara)
Art Director: Maso Heck (Santa Clara)
Treatment: Mariana Zavanella (Santa Clara)
Production Of RTV: Thieny Prates (Santa Clara)
Production Of RTV: Regina Knapp (Santa Clara)
Director Of Photography: Luiz Fernando Gaio
Editing/Assembly: - (Fantástica Filmes)
Sound Producing: - (Play It Again)
Conductor: Lauro de Castro
Media placement: Festival entry - Video - 10/6/11

Describe the objective of the promotion.
The brief was to promote the advertising festival El Ojo de Iberoamérica in the Cannes Festival 2011. But the thing is: the El Ojo is an Ibero-American festival, so our target was only the non-Anglo-Saxon audience. That's why we developed a strategy to talk to the Brazilians - and ONLY the Brazilians - attending the Cannes Festival.

Describe how the promotion developed from concept to implementation.
We created, produced and submitted to the Cannes Festival a spot for a beer that doesn’t exist – the El Ojo Beer. It was spoken in Portuguese with fake English subtitles. The audio talked about the El Ojo, while the subtitles deceived the Cannes organisation, making them believe it was a beer commercial. This way, during the long list exhibition in the Palais, we could communicate only with the Brazilians in a moment when they are thinking about advertising festivals, which was our main objective.

Explain why the method of promotion was most relevant to the product or service.
The El Ojo is known for being a more informal and light-hearted festival. Because of that, we chose a fun and even subversive strategy when playing in our competitor's field. The moment, the approach and the copy of the commercial struck the Brazilian audience. Only the Brazilians understood what we were saying and felt that they were part of this huge troll, making them talk about the El Ojo and feel more likely to attend to and submit work to the festival.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The film helped build the brand image in a big way. It increased the perception that the El Ojo is a bold and friendly festival, made by and for Ibero-Americans, which made them more likely to submit to and attend it. With this one spot, and from another festival, we started huge word-of mouth around the 2011 edition of the El Ojo. By the time the Festival started, it had 17% more submissions and 23% more delegates, as compared with the previous years.