As sport’s most exciting finals returned and fans in Brazil got back on their sofas to watch the Lakers take on the Heat on the TV, pets across the country who had become used to having the sofa all to themselves during quarantine were relegated back to the floor again. Losing the prized spot of the family home’s throne.
As an NBA sponsor in Brazil, Budweiser felt it was responsible for the situation and so addressed the problem through an NBA Finals marketing initiative which sought to encourage hoops fans top return pets to their thrones in the form of making a new limited edition range of branded pet beds.
The initiative, developed with agency Africa, saw the ABInbev brand partner with Brazil biggest pet retailer to create special dog and cat beds.
These were initially distributed to a group of influencers to promote the initiative along with a hero online video and then made the dog beds available through the Pet Care Shop e-commerce.
BUDWEISER | NBA | PETS from Africa on Vimeo.
All profits were donated to Brazilian animal protection NGOs.
#The ‘NBA Pets’ campaign was created for client AB Inbev’s Budweiser brand team in Brazil which included Heloisa Pupim, Francine Pellacani, Juliana Pastori, Bruna Buas, Alice Alcantara and Carolina Caracas Gargione by agency Africa.
The Africa team was led by CCO Sergio Gordilho, ECD Matias Menendez, Creative Directors Fernando Marar and Rodrigo Barbosa, Creatives Alexandre Giampaoli and Lucas Adam, Digital Strategists/Creatives Alexandre Dourado Navaro, Bruno Reis and Joao Corazza, with media handled by Rodrigo Famelli, Tony Arbex, Bruna Morano, Leonardo Cezar de Araujo and Fabio Vanucci, plus planners Aldo Pini, Wesley Gagliano and Tuiuiu with agency producers Rodrigo Ferrari, Tais Olhiara and Ian Inglez.
Production was by Stink Films with Director Vira-Lata, DOP Yuri Maranhao, Art Director Patricia Pereira, Assistant Producers Rodrigo Bontempo and Andrea Cristina de Campos, Director of production Nani Matias and Local Production Coordinator Carolina Cherobim.
Costume was handled by Ana Cardoso, make-up and hair by Eliane Regina Aptz, with Local producer Dudu, Object Producer Gislaine Leal, Cast Producer Renata Scheidt, Executive Director Ingrid Raszl, Executive Producers Renata Dumont, Carolina Junqueira, Tico Cruz, Camila Martinez, Ana Gazal and Marcela Amstalden, production Coordinators Paula Macedo, Rogerio Maestro, Mariana Kerche and Amanda Grell, plus Post Production Coordinators Roberta Bruzadin and Marcela Antunes.
Editing was by Giordano Maestrelli, with Post Producer Marilia Ramos of Clan VFX, Colour Grading by Osmar Jr, Sound Design and Mix by Audioink.
Comment:
Yes, really!
This is not a late April Fool and we are not joking.
Links:
AB Inbev / Budweiser Brazil
Africa
NBA
https://www.youtube.com/user/NBA
https://www.instagram.com/nba/
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