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Last update Set. 23'
SADIA
LOLLAPALOOZA 2022
S.
The food brand Sadia, partner of the Lollapalooza Brasil festival, presents a film (watch below), created by Africa, which launches the advertiser's campaign for the 2022 edition of the event.
Aiming to bring Sadia closer to young audiences, the commercial for TV and digital media features LekTrek, the brand's mascot, dancing to a song created by MC Kevin O Chris, one of the artists on the festival's lineup.
Influencers such as Ramana Borba (film and dance choreographer), Lucca Maciel, Felipe Muniz, Vanessa Lopes, Lucas Rangel are sharing the sound created by the MC.
Our idea was to go beyond 30 seconds, making the brand enter into the conversation with young audiences in a very organic, light and fun way. We created the rhythm and choreography, first launched on TikTok and, a few days later, shown in the film, to generate identification among the public. Furthermore, the integrated campaign included promotion in trade, actions on stage and a complete 360.
Role: Concept + Executive Creative Director
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