[PT-BR] Durante anos, Apracur® contou com o cantor Leonardo (@leonardo), um dos maiores nomes da música sertaneja brasileira, como seu garoto-propaganda. Mas chegou o momento de atualizar a comunicação da marca e dialogar também com as novas gerações. Sendo Apracur um antigripal tradicional, que atravessa décadas e passa de geração em geração, a ideia natural foi passar o bastão para um de seus filhos.
[ENG] For years, Apracur® featured singer Leonardo (@leonardo), one of the biggest names in Brazilian country music, as its brand ambassador. But it was time to update the brand’s communication and connect with younger generations. As Apracur is a traditional cold medicine that has crossed decades and been passed down from generation to generation, the natural idea was to hand over the role to one of his children.
[ENG] For years, Apracur® featured singer Leonardo (@leonardo), one of the biggest names in Brazilian country music, as its brand ambassador. But it was time to update the brand’s communication and connect with younger generations. As Apracur is a traditional cold medicine that has crossed decades and been passed down from generation to generation, the natural idea was to hand over the role to one of his children.
[PT-BR] O desafio? Leonardo tem 4 filhos e 2 filhas, alguns já bastante conhecidos pelo público e mídia. Criamos uma campanha baseada nesse mistério: qual deles seria o escolhido? A ação envolveu teasers nas redes sociais, que geraram suspense e expectativa, e culminou em um videoclipe de revelação, afinal, o novo porta-voz é o cantor sertanejo Matheus Vargas (@matheusvargas). Para completar, toda a família participou da brincadeira, ampliando a conexão com o público.
[ENG] The challenge? Leonardo has 4 sons and 2 daughters, some of them are already well-known to the public and media. From there, we created a campaign built around mystery: which one would be chosen? The action included teasers on social media that generated suspense, and culminated in a reveal music video, after all, the new spokesperson is the country singer Matheus Vargas (@matheusvargas). To make it even more engaging, the entire family joined in the fun, strengthening the connection with the audience.
[ENG] The challenge? Leonardo has 4 sons and 2 daughters, some of them are already well-known to the public and media. From there, we created a campaign built around mystery: which one would be chosen? The action included teasers on social media that generated suspense, and culminated in a reveal music video, after all, the new spokesperson is the country singer Matheus Vargas (@matheusvargas). To make it even more engaging, the entire family joined in the fun, strengthening the connection with the audience.
[PT-BR] O Projeto contou com 2 semanas de pré-produção, uma diária em estúdio para a gravação da música, outra diária de 10 horas com o novo garoto-propaganda Matheus Vargas, além de 3 semanas de pós-produção. No total, foram finalizados um videoclipe, 35 conteúdos em vídeo e mais de 20 fotos, todos derivados do material captado.
[ENG] The project process included 2 weeks of pre-production, one day in a studio for music recording, another 10-hour day shooting with the new brand ambassador Matheus Vargas, and 3 weeks of post-production. In total, the campaign delivered one music video, 35 video pieces, and over 20 photos, all derived from the captured material.
[ENG] The project process included 2 weeks of pre-production, one day in a studio for music recording, another 10-hour day shooting with the new brand ambassador Matheus Vargas, and 3 weeks of post-production. In total, the campaign delivered one music video, 35 video pieces, and over 20 photos, all derived from the captured material.
Videoclip timeline in DaVinci Resolve
Color grading
Campaign key visual
[PT-BR] O resultado foi uma campanha de grande repercussão, com números expressivos de engajamento: mais de 138 milhões de pessoas impactadas, 250 mil interações orgânicas e impacto direto no negócio, resultando em um aumento de 25% nas vendas da linha de antigripais.
[ENG] The result was a highly impactful campaign, achieving remarkable engagement: over 138 million people reached, 250,000 organic interactions, and direct business impact with a 25% increase in sales of the cold medicine line.
[ENG] The result was a highly impactful campaign, achieving remarkable engagement: over 138 million people reached, 250,000 organic interactions, and direct business impact with a 25% increase in sales of the cold medicine line.
CREDITS
Client: Apracur®
Creative Team: Bruno Garcia, Cristiano Guimaraes, Luiz Tourinho, Bernardo de Souza, Leonardo Morato
Creative Team: Bruno Garcia, Cristiano Guimaraes, Luiz Tourinho, Bernardo de Souza, Leonardo Morato
Producers: Mariana Rodrigues, Tânia Rocha, Fabrício Martini
Film and Art Director: Guilherme Rocha
DoP: Lilianne Bueno, Leonardo Pomaro
2nd AC: Bárbara Domingues
Editors: Lilianne Bueno, Israel Filho, Adriano Thomaz
Color Grading: Lilianne Bueno
Motion: Natália Gonçalves, Carol Madruga
Still Photografer: Bruno Fiorentino
