Challenge and results

The brief was challenging: launch a category already familiar to Brazilians, but new for 99. The solution was to go straight to the source of Brazilian culture and relaunch one of the country’s most iconic funks. More than promoting a new motorcycle ride service, we brought back the lifestyle that has always been part of this universe. We re-recorded the song with Valesca Popozuda, Tati Quebra Barraco, and Heavy Baile. After the campaign launch, we reached category leadership.

 

My role

I was one of the creatives responsible for the main idea of the campaign, as well as writing media pieces and content scripts. I attended the filming, music recording, and voiceovers, guiding the artists’ speeches.