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Ilustração para a campanha “Reposter”, da marca de cervejas brasileira Skol, da Ambev. A marca de cervejas Skol, assim como a maioria das marcas de sua categoria, tem um passado marcadamente sexista, com propagandas que usavam imagens de mulheres semi-nuas e linguagem machista. Assumindo isso, e com a proposta de renovar o discurso, a agência F/Nazca Saatchi & Saatchi convidou mulheres engajadas em questões feministas (Eva Uviedo, Criola, Camila do Rosário, Elisa Arruda, Manuela Eichner, Carol Rossetti, Nega Hamburguer) para fazerem releituras de pôsteres antigos da cerveja.
[EN] Illustration for the “Reposter” campaign, by the Brazilian beer brand Skol, from Ambev. The Skol beer brand, like most brands in its category, has a markedly sexist past, with advertisements that used images of semi-nude women and sexist language. Assuming this, and with the proposal to renew the discourse, the agency F/Nazca Saatchi & Saatchi invited women engaged in feminist issues (Eva Uviedo, Criola, Camila do Rosário, Elisa Arruda, Manuela Eichner, Carol Rossetti, Nega Hamburguer) to make reinterpretations of old beer posters.
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O processo de criação das novas peças deu origem a um filme que entrou no ar na página da cerveja no Facebook no Dia Internacional da Mulher e um hotsite. O vídeo da campanha acumulou 3,9 milhões de visualizações e 86% de comentários positivos, além de repercussão internacional na mídia especializada.
The process of creating the new pieces gave rise to a film that went live on the beer's Facebook page on International Women's Day and a hotsite. The campaign video accumulated 3.9 million views and 86% positive comments, in addition to international repercussions in the specialized media.
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HOTSITE
Além da campanha nas redes da marca, foi criado um site onde foram postadas informações sobre as artistas e o trabalho que realizam, entrevista com detalhes sobre a produção de cada pôster e um espaço para as pessoas indicarem bares e outros pontos de venda que eventualmente ainda tenham peças antigas para que essas possam ser substituídas
In addition to the campaign in the brand's networks, a website was created where information about the artists and the work they carried out was posted, an interview with details about the production of each poster and a space for people to indicate bars and other points of sale that eventually have old pieces so that they can be replaced.
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CREDITS
Agency: F/Nazca Saatchi & Saatchi
Client: Ambev
Product: Skol
Title: Reposter
Executive Creative Director: Fabio Fernandes
Creative Director: Theo Rocha
Creatives: Theo Rocha | Gustavo Mayrink | Lara Roncatti | João Freire | Bruno Castellotti | Wander Tosta
Account Supervisor: Ricardo Forli | Thiago Iusim | Marcela Paiva| Julia Marquezi
Media: Mauricio Almeida | Thiago Custódio | Eric Zanelli | Juliana Roque | Gabriela Vecchia
Planners: Erika Kitabayashi | Quentin Mahe | Murilo Toda
Agency Producer: Giuliano Springhetti | Elucieli Nascimento | Fernanda Sousa | Rafael Paes | Victor Alloza
Production Company: Vetor Filmes
Director: Luiza Campos
Executive Producer: Alberto Lopes / Paula Moraes / Francisco Puech
Cinematographer: Camila Cornelsen
Post-Production: Vetor Zero Team
Sound House: Loud
Maestro: Janecy Nascimento
Content: Jaqueline Amaral | Fernanda Fontes | Natalia Fava
Project Manager: Luiz Gama | Bia Pennino | Beatriz Andreucci
B.I.: Willian Zanette | Doelio Bergamo | Verônica Zanuzzo
Artistic Production: Fernanda Cardoso
Agency Producer: Jomar Farias | Leandro Ferreira
Artbuyer: Edna Bombini
Client Superviosr: Paula Lindenberg | Maria Fernanda Albuquerque | Lia Bertoni | Felipe Santini | Daniel Feitoza
Agency: F/Nazca Saatchi & Saatchi
Client: Ambev
Product: Skol
Title: Reposter
Executive Creative Director: Fabio Fernandes
Creative Director: Theo Rocha
Creatives: Theo Rocha | Gustavo Mayrink | Lara Roncatti | João Freire | Bruno Castellotti | Wander Tosta
Account Supervisor: Ricardo Forli | Thiago Iusim | Marcela Paiva| Julia Marquezi
Media: Mauricio Almeida | Thiago Custódio | Eric Zanelli | Juliana Roque | Gabriela Vecchia
Planners: Erika Kitabayashi | Quentin Mahe | Murilo Toda
Agency Producer: Giuliano Springhetti | Elucieli Nascimento | Fernanda Sousa | Rafael Paes | Victor Alloza
Production Company: Vetor Filmes
Director: Luiza Campos
Executive Producer: Alberto Lopes / Paula Moraes / Francisco Puech
Cinematographer: Camila Cornelsen
Post-Production: Vetor Zero Team
Sound House: Loud
Maestro: Janecy Nascimento
Content: Jaqueline Amaral | Fernanda Fontes | Natalia Fava
Project Manager: Luiz Gama | Bia Pennino | Beatriz Andreucci
B.I.: Willian Zanette | Doelio Bergamo | Verônica Zanuzzo
Artistic Production: Fernanda Cardoso
Agency Producer: Jomar Farias | Leandro Ferreira
Artbuyer: Edna Bombini
Client Superviosr: Paula Lindenberg | Maria Fernanda Albuquerque | Lia Bertoni | Felipe Santini | Daniel Feitoza
Veja mais / See more: http://www.skol.com.br/reposter