BIS - "The Origin of MorumBIS"

David The Agency

David The Agency São Paulo, Brazil

290

Бренд: BIS
Страна: Brazil

Рекламодатель: Mondelez International

Заголовок	The Origin of MorumBIS
Агентство	David The Agency
Кампания	The Origin of MorumBIS
Рекламодатель	Mondelez International
Бренд	BIS
Дата первой трансляции/Публикации	2024 / 3
Бизнес сектор	Шоколад
философия	Recently, BIS, a chocolate brand of Mondelez, announced one of the most significant naming rights contracts for a stadium in Brazil. The famous Morumbi Stadium, which hosts football matches and large concerts, is now called MorumBIS, a play on the brand's name. This deal, which involves millions, was one of the most talked-about by the Brazilian press and even became one of the top trending topics of the moment. The great differentiator of this partnership is precisely the pun that gave the Morumbi Stadium its new name, MorumBIS. Globally, what we see in naming right actions are brands erasing the stadium's original name, the way it has been known for years by fans, and imposing their brands on that history. That's different from what BIS did. Now, it was time to celebrate this successful partnership. That's why the agency DAVID São Paulo, which works with various Mondelez brands, created a campaign full of puns. And, of course, it did not lack humor. The spot, with national covers, explains how BIS came through such a cheeky pun for sponsoring a stadium. The answer is simple: from the Corporate Department of Cheeky Puns—an ensemble of experts with the goal of stuffing BIS into everything. However, finding the perfect pun is no easy task. And our professionals went through many possibilities, says the spot created by DAVID. And continues. Such as buying rental bikes, painting them blue and launching the... BIS-cycles. Opening up a BIS-tro. Sponsoring O-BIS-tetricians. Still, every pun requires the Department's boss approval. Director RoBISon BISmarck. And thus, came to be the... Morum-BIS. This is not only the smallest naming rights deal ever. But also, the largest pun in history, spanning dozens of meters. And we're not even done. In there, we'll have the Referee-BIS. The BIS-ne up. The su-BIS-titution. And even the ticket BIS-calper. Oops, not this one. All of this might seem a bit absurd. But we assure you, it's not. It's an a-BIS-urd.
Тип медиа	Интегрированные медиа / 360 Активация
Длина	83 seconds
Global Chief Creative Officer	Pancho Cassis
Globall Chief Operating Officer (COO)	Sylvia Panico
Исполнительный креативный директор	Fabrício Pretto
Исполнительный креативный директор	Rogério Chaves
Исполнительный креативный директор	Marie Julien
Исполнительный креативный директор	Renata Leao
Креативный директор	Fabio Natan
Креативная команда	Guto Merino
Креативная команда	Daniel Trimer
Креативная команда	Tiago Embrizi
Креативная команда	Rafael Barreiros
Управление аккаунтом	Tom Gil
Управление аккаунтом	Cacá Franklin
Управление аккаунтом	Laís Barbara
Управление аккаунтом	Amanda Sávia
Группа планирования	Carolina Silva
Группа планирования	Daniela Altenfelder
Группа планирования	Barbara Pires
Social Media Team	Toni Ferreira
Social Media Team	BARBARA Bueno
Social Media Team	Maike Maio
Social Media Team	Marcelo Reis
Social Media Team	Ully Correa
Social Media Team	Angela Andrade
Data Intelligence	Fábio Baldo
Data Intelligence	Ana Veiga
SnackTalks	Thaisa Ribeiro
SnackTalks	Carol Fischer
SnackTalks	Luiza Moraes
SnackTalks	Gustavo Ferreira
SnackTalks	Rhayssa Souza
SnackTalks	Natália Ferrini
Global PR Director	Sandra Azedo
Approval Client	Alvaro Garcia
Approval Client	Fabiola Menezes
Approval Client	Amanda Affonso
Approval Client	Nicole Prudente
Approval Client	Taina Braga
Approval Client	Bianca Lima
Продакшн Студия	Hogarth Worldwide
Продакшн Студия	Kaus