Reconnect by Y&R Sao Paulo for Vivo

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Reconnect

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Industry Telecommunications Services
Media Film
Market Brazil
Agency Y&R Sao Paulo
Creative Director Jorge Iervolino, Rafael Pitanguy, Laura Esteves
Creative Cristiano Sartori, Thiago de Melo Ataide
Production Delicatessen Filmes
Director Enrique Escamilla
Released August 2017

Credits & Description

Client: Telefônica Brasil S.A.
Brand: Vivo
Title: VIVO Dia dos Pais
Agency: Y&R Brazil
Creative VP: Rafael Pitanguy
Creative Director: Rafael Pitanguy, Laura Esteves e Jorge Iervolino
Creatives: Cristiano Sartori e Thiago de Melo Ataide
Account: Leonardo Balbi, Tatiana Magliari, Fernanda Duca
Client: Marina Daineze, Carolina Sierra, Mariana Prado, Raphael Mesquita, Wilson Farias, Laura Costa
Planner: Paulo Vita e Mariana Teixeira
Media Team: Gustavo Gaion, Glaucia Montanha, Daniela Gazzano, Tatiane Silvério
Producer: Nicole Godoy, Camila Naito, Mariana Marinho
Production Company: Delicatessen Filmes
Director: Enrique Escamilla
Audio: SuperSonica
Synopsis:
Fathers and Sons Bond in New Vivo Campaign
The video, created for Brazilian Father's Day, reinforces the power of a connection in bringing people closer together
To celebrate Brazilian Father's Day (August 13), Vivo, the largest cellular carrier in the country, invites fathers and sons to focus more on their relationship and less on the distance there might be between them. The campaign, created by the agency Y&R Brazil, reinforces Vivo's positioning, "Experience less of the same," shows the connection between fathers and sons from childhood to adulthood, and the value of this emotional bond.
The video, by Mexican director Enrique Escamilla of Delicatessen Filmes, begins with a story that portrays a typical father-son relationship, in which demonstrations of affection gradually decrease over the years. As the video progresses, we also see the son grow up, from an infant, through childhood and adolescence. When the son becomes a father and sees the now-grandfather and grandson playing together, he begins to reconnect with his dad. The video highlights that a digital connection can help bring them closer together.
The soundtrack was created by musician Antonio Pinto, three-time Oscar nominee. He produced a reinterpretation of the Brazilian classic rock song "Pais e Filhos" by Legião Urbana. As the video wraps up, the voiceover invites viewers to "Experience less of the distance. And more of the love. Reconnect."
The Y&R campaign was created by Thiago de Melo and Cristiano Sartori, with creative directors Laura Esteves and Jorge Iervolino, and Creative VP Rafael Pitanguy.