Budweiser Film, Digital, Case study The Debut [image] by Africa Sao Paulo

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The Debut [image]

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Industry Beers and Ciders
Media Film, Digital, Interactive & Mobile, Case study
Market Brazil
Agency Africa Sao Paulo
Chief Creative Officer Sérgio Gordilho
Creative Director Pedro Bullos, Valdir Bianchi
Art Director Linus Oura, Andres Zarza

Copywriter Tiago Abreu
Production Saigon Filmes
Director Vellas
Released October 2016

Awards

Cannes Lions 2017
Cyber Social: Content Placement Gold Lion
Cyber Campaign: Integrated Multi-Platform Campaign (Online & Offline) Bronze Lion
PR Practices & Specialisms: Sponsorship & Partnership Bronze Lion
Cyber Web Campaign: Food & Drinks Bronze Lion

Credits & Description

Original Title: El debut
Agency: Africa
Brand: Ab Inbev (Budweiser) / Espn
Country: Brazil
Entrant Company: Africa, São Paulo
Advertising Agency: Africa, São Paulo
Production Company: Big Foote, São Paulo / Saigon, São Paulo
Chief Creative Officer: Sergio Gordilho (Africa)
Creative Director: Pedro Bullos (Africa)
Creative Director: Valdir Bianchi (Africa)
Head Of Design: Filipe Birck (Africa)
Project Manager: Eliot Tosta (Africa)
Project Manager: Mila Battistoni (Africa)
Print Producers: Carla Lustosa (Africa)
Print Producers: Edson Harada (Africa)
Client Services: Julia Newman (Africa)
Planning Vp: Rodrigo Maroni (Africa)
Agency Producer: Eduardo Machado (Africa)
Agency Producer: Ian Ingles (Africa)
Agency Producer: Rodrigo Ferrari (Africa)
Agency Producer: Stella Gafo (Africa)
Copywriter: Tiago Abreu (Africa)
Art Director: Linus Oura (Africa)
Project Creative Director: Monique Lopes Lima (Africa)
Media Team: Carlos Guerra (Africa)
Media Team: Denis Simaro (Africa)
Media Team: Fernando Nogueira (Africa)
Media Team: Luiz Fernando Vieira (Africa)
Motion Design: Matteus De Faria Vilas Boas (Africa)
Project Manager: Carolina Mader Lara (Africa)
Director: Vellas
 (Saigon Filmes
)
Executive Producer: Marcelo Altschuler
 (Saigon Filmes
)
Production Coordinator: Carol Pessini (Saigon Filmes
)
Production Coordinator: Gabriela Mangieri
 (Saigon Filmes
)
Production Coordinator: Marina Blum (Saigon Filmes
)
Director Of Photography: Andre Faccioli
 (Saigon Filmes
)
Art Director: Andres Zarza
 (Saigon Filmes
)
Editing: Ernesto Neto (.)
Editing: Guilherme Akira (.)
Editing: Rafael Teixeira (.)
Editing: Rami Daguiar
 (.)
Post Producer: Fabio Abreu
 (Nash Production)
Sound Producer: Chris Jordao And Team (Big Foote Music)
Strategy:
Budweiser’s target are people in the social class AB older than 18. Lots of them had never seen Oscar play, but many had heard the stories about him (Oscar retired 14 years ago and his career had its peak between the 80s and 90s).Before communicating NBA’s invitation, we released at Oscar’s Fan Page a teaser announcing Oscar was training for a mysterious reason. The video generated curiosity and became news with more than 600K interactions.Days later, we revealed the invitation and launched a complete digital campaign, telling the story of Oscar and promoting his debut at NBA. Telling the story of this sports legend was communicating Budweiser’s values and concepts to our target. But the strategy was to go beyond and do something epic. NBA’s unprecedented invitation create a fact that soon became news. Something to rewrite the story of Brazilian basketball and be remembered forever.
Execution:
In January, we posted a video teaser in Oscar’s Page, with Oscar training for some mysterious reason. The video became viral and had more than 600k interactions. After a few days, in a Facebook Live, we revealed NBA invitation for Oscar’s debut. To promote the game, we launched a digital and social campaign, with digital media, web video and social media campaign.The invitation motivated several other tributes, making the idea even bigger. NBA launched in Brazil the Oscar’s Brooklyn Nets jersey (former New Jersey Nets, that had drafted Oscar in 1984). Adidas also launched exclusive snickers for Oscar to wear at the game.Oscar entered the court on February having scored all of his throws, and finally made his debut at NBA. After the game, we launched a 17-minute documentary following the whole Oscar’s preparation. It is still available at the digital platform ESPN Watch.
Outcome:
•Oscar’s game had the biggest audience of this kind of event in Brazil’s history.•The campaign had more than 217 MM impressions.•More than 64 million people were impacted by earned media.•Budweiser search increased 226% during the campaign.•96% of the campaign mentions were positive.•#OscarnaNBA were world top trending topic on Twitter.•The Oscar’s game had the biggest audience of event in Brazil’s history.•Oscar was invited to several TV shows and received many other tributes.•During the campaign, Adidas launched special basketball sneakers for the game, using the campaign’s hashtag. •Despite Oscar having never played in the league, NBA put his possible Jersey up for sale in Brazil, and it was sold out in only 4 hours.•The action has also generated a 17-minute documentary film, produced by ESPN.
Synopsis:
Budweiser is an NBA sponsor in Brazil. But the Brazilian basketball lives its worst moment in history. In 2016, the Brazilian Basketball Confederation was suspended from all international competitions by FIBA, for bad administration. It was time to rescue the Brazilian pride for its basketball. And we did it paying tribute to a great idol.Oscar Schmidt is the greatest scorer in history and holds many records in basketball. He’s had a successful career both in Europe and in the Brazilian national team, but although being a legend, he never could play in the NBA. He was drafted in 1984, the same year of Michael Jordan. But according to a rule back then, if he accepted the league’s invitation, he would never be allowed to play for Brazil again. Choosing the hard way is what builds legends such as Bud and Oscar. That’s why Bud had to pay this tribute.
Campaign Description:
Oscar Schmidt chose the hard way and became a legend. That’s why Budweiser had to rewrite this story.In an unprecedented partnership with ESPN and NBA, we got Oscar Schmidt to play his first NBA game, at age 59. The All-Star Weekend is an official event that brings together great stars and is broadcasted for over 160 countries.Oscar was the first player who never played in the league to be invited for the event. To that end, he went back to training 14 years after having retired. He overcame the pain and was honored many times. And on February 17th he finally made his NBA debut.If there was something left in Oscar’s career, now there isn’t any more.