Hope Promo, Case study HOPE TEACHES by DraftFCB Rio De Janeiro

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR, Case study
Market Brazil
Agency DraftFCB Rio De Janeiro
Executive Creative Director Adilson Xavier, Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Art Director Luiz Kanadani
Copywriter Ricardo Martin Neto
Released September 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: HOPE
Product/Service: HOPE
Executive Creative Director: Benjamin Yung Jr. (Draftfcb Brasil)
Executive Creative Director: Adilson Xavier (Draftfcb Brasil)
Executive Creative Director: Ricardo John (Draftfcb Brasil)
Copywriter: Ricardo Martin Neto (Draftfcb Brasil)
Art Director: Luiz Kanadani (Draftfcb Brasil)
Media placement: 3 TV Spots - Rede Globo - 15 September 2011
Media placement: 3 Videos - Youtube - 15 September 2011

Summary of the Campaign
The campaign goal was to activate the brand concept 'Naturally Beautiful', showing that a woman can use the beauty in her favour. The campaign, which has 3 15-seconds films, wanted to 'teach' how the natural sensuality of Brazilian women associated with the seduction power of HOPE lingerie can drive any man into a fool and make the woman take control of the situation.

The Situation
The objective was to generate awareness for a brand which was far from the big medias. In order to do that, we had a challenge and an asset. The asset was that the model hired for starring in the campaign would be the top model, Gisele Bundchen. That is, if on the one hand we had a limited budget, on the other we had a woman who draws the spotlight and attention to everything she does, wearing only lingerie.

The Goal
From the beginning, the goal was to make as much noise as possible in 15 seconds with a short airing, restricted only to cable TV.

The Strategy
We created 3 15-second-films with the theme 'Hope Teaches'. On these films, Gisele Bundchen teaches women how to give bad news to their husbands. The secret was simple: giving the news wearing HOPE lingerie. It doesn’t matter if the news is that the woman hit the car, maxed out the credit card or her mother is visiting.

The films were aired and caused great buzz: something we expected and were satisfied with. However, the best part was yet to come. Based on the complaints of only 15 women, in a country of 190m people, who thought the campaign was sexist, Iriny Lopes, Minister of the Secretariat of Policies for Women in Dilma Roussef’s government, requested the commercials' prohibition. The news generated a huge wave of protests against censorship never seen before in the country. The polemic took over the web and later went to all the major media vehicles, inside and outside the country, mobilising journalists, intellectuals, politicians, celebrities and the general population.

Documented Results
Over 13m mentions on the internet.
Cover by the 3 newspapers with largest circulation in the country.
The subject became articles written by journalists and influential intellectuals.
It was reported on the main newscasts in the country.
The number 1 candidate for the opposition for presidency used the polemic to attack the government through Twitter.
It is estimated that the polemic generated over US$11m dollars of free media.