Trident Promo, Case study VIP LETS LAUGH by J. Walter Thompson Sao Paulo

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VIP LETS LAUGH

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez, Rinaldo Ferrarezi, Mario D`andrea, Fábio Brandão, Roberto Fernandez David
Art Director Fabio Guimaraes
Copywriter Fabio Fernandes Rodrigo Visconti
Producer Flavio Colella, Fabio Sato
Photographer Marlos Bakker
Illustrator Rafael Chaves
Released November 2010

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: CADBURY ADAMS
Product/Service: CHEWING GUM
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)
Copywriter: Rodrigo Visconti (JWT)
Illustrator: Rafael Chaves (MÖVE)
Photographer: Marlos Bakker
Art Buyer: Renata Sayão/Vanessa Nunes (JWT)
Producer: Fabio Sato/Flávio Colella (JWT)
Account Director: 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)
Celebrity: Juju Salimeni
Media placement: Press - VIP Magazine - November/2010

Summary of the Campaign
Trident’s T-Shirts is a collection of funny T-Shirts that we created to help trident strengthen its brand among young audiences.

The Situation
We needed to launch the t-shirts and generate buzz for the brand.

The Goal
So, we decided to seduce the audience. VIP Magazine is the Brazilian QG.
Once a year, they release a special edition with the 100 hottest women in the world.

The Strategy
VIP Magazine is the Brazilian QG.
Once a year, they release a special edition with the 100 hottest women in the world. We found out in advance who the 2010 winner was. She was a dancer in a TV show.
In other words, not exactly a celebrity yet.

Execution
We invited her to wear one of our T-shirts in the photo essay.

Documented Results
Juju's pictures became a viral phenomenon: people received them in their mailboxes even before the magazine hit the newsstands (which made the T-shirt famous overnight).
Additionally, everybody kept asking her about the T-shirt every interview she gave. One month after the magazine was published, we had sold all 4,000 T-shirts.