06/18/2024 – 18:55
On the second day of the Cannes Lions International Festival of Creativity, this Tuesday, the 18th, Brazil won its first Grand Prix with a campaign by AlmapBBDO for the drinks brand Johnnie Walker, from Diageo. The agency took the main trophy of the night in the category In the action created by the agency, the drinks brand was responsible for taking the singer to a performance at Carnegie Hall, in New York, for the show “A Grande Noite – Bossa Nova”.
At 88 years old, the singer received recognition for her role as one of the names behind the creation of one of the most important musical styles in the country, six decades after the historic show that “presented” bossa nova to the world without her presence. Entertainment Lions for Music, with the action starring singer Alaíde Costa, one of the precursors of bossa nova in Brazil and whose history was erased for almost 60 years.
“It is a huge satisfaction to finally be able to take my singing to the stage that showed our music to the world in the 1960s. Now they are going to show Alaíde Costa”, said the artist, at the time of the event. “It’s work that makes us very proud,” says AlmapBBDO’s global vice-president of creativity, Luiz Sanches.
The executive believes that the recognition in the music entertainment category celebrates the strategy chosen by the company of using creativity as a vector for connecting the public with brands. “We create emotional values for brands and products, and entertainment is a way of doing this, connecting different channels to move people”, he adds.
In the opinion of Diageo’s vice-president of marketing in Brazil, Guilherme Martins, the project is more than an advertising piece. The “Errata at 88” project (English name for the action) is a statement about the importance of recognizing and celebrating all voices, correcting past mistakes to build a more inclusive future.
“Seeing Alaíde’s deserved recognition, and now receiving recognition for our campaign at Cannes Lions, is gratifying and endorses our confidence that we are following the right path of connecting with the culture and hearts of our consumers, which is the great reason for all our work”, he states.
During the second night of the event, AlmapBBDO took the stage a second time to receive the gold Lion and a bronze for the Bradesco Seguros campaign, in the Design Lions and Industry Craft Lions categories, respectively.
The agency also secured a bronze statuette in Entertainment Lions for Music for the action that brought Elis Regina and her daughter, Maria Rita, to sing together using generative artificial intelligence tools. The action was part of the 70th anniversary festivities of the German automaker Volkswagen in Brazil.
For the next three days of the event, AlmapBBDO will still have the possibility of significantly expanding the number of awards at the festival, because the agency is the creative house with the largest number of shortlist nominations.
Watch the Grand Prix-winning Johnnie Walker campaign at Cannes.
Brazilians on stage
Still on the second day of the festival, which rewards the most creative campaigns in the global market, Brazil took to the stage at the Lumière Theater, at the Palácio dos Festivais, to receive three gold Lions.
The country brings home the golden statuettes in the categories of Film Craft Lions, for Moderna, Design Lions, with the AlmapBBDO campaign for Bradesco Seguros and Industry Craft Lions, for VML in the Coca-Cola campaign.
This is VML’s second Gold Lion for the Coca-Cola campaign that recreated unauthorized logos of the beverage giant’s classic brand and transformed it into soft drink cans to be sold in several small businesses around the world.
In total, the country won 17 statuettes this Tuesday, including one Grand Prix, three golds, nine bronzes, and four silvers. In terms of awards to date, the country has already secured 35 trophies, six of which are gold, in addition to the Grand Prix for AlmapBBDO.
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