SPFW by J. Walter Thompson Sao Paulo, New Content for Seda

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SPFW

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Producer Tathiana Pires
Agency New Content
Creative Director Marcelo Páscoa
Released December 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER
Product/Service: SEDA HAIR PRODUCTS
Agency: NEW CONTENT
Agency: JWT BRAZIL
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Chief Account Manager: Raphael Alcantara (New Content)
Head of Production: Ricardo Justus (New Content)
Creative Director: Marcelo Pascoa (New Content)
Producer: Tathiana Pires (New Content)
Account Manager: Luciana Forster (New Content)
Media placement: TV Campaingn (2 Versions) - Rede Globo De Televisão - 01 January 2010
Media placement: TV Campaingn (2 Versions) - Discovery Brasil - 01 January 2010
Media placement: TV Campaingn (2 Versions) - FOX Brasil - 01 January 2010
Media placement: TV Campaingn (2 Versions) - Warner Brasil - 01 January 2010
Media placement: TV Campaingn (2 Versions) - Sony Brasil - 01 January 2010
Media placement: TV Campaingn (2 Versions) - Globo SAT - 01 January 2010
Media placement: TV Campaingn (2 Versions) - AXN - 01 January 2010

Results and Effectiveness
We opened the doors of an extremely exclusive fashion event, making it accessible to millions of consumers through branded entertainment.

Creative Execution
We followed them everywhere, in times and places no other cameras were allowed to capture. Everyday a new short documentary was posted on a multimedia blog created for the campaign. To generate awareness, a trailer was broadcast on national TV. We also published a daily section in the official SPFW newspaper.

Insights, Strategy & the Idea
In January 2010, Sunsilk became the major sponsor of São Paulo Fashion Week, the most prestigious fashion event in the southern hemisphere. But how do you make such an exclusive event relevant to a target of millions? We produced a series of short documentaries portraying the experience of 7 fashion experts within the event.