Heinz Tomato Ketchup is, well… Ketchup. But, as the name says, first comes tomato. That's right. What makes Heinz the best ketchup is that it's made with the best tomatoes.
 
As people nowadays care so much about what they eat, having a ketchup made only with tomatoes and few natural ingredients is very important for customers. But the problem was that most people didn’t know about it. So it was time to change that.

Heinz Case Tomato First.mp4

We created a new tagline combined with a modern and fun visual identity that puts tomatoes first in all our campaigns.

Logo

To ensure that all our comunications points across the world would look the same, 
we developed a new toolkit using vibrant colors and illustrations.

We also added new assets, such as exclusive photos of mouthwatering food and real juicy tomatoes.

Tomatoes

To help set the new brand tone, a few headlines were included, as well.

But the most important was to have a structure that could adapt to different media. So we created a modular identity that could work in one, two or three parts.

Finally, we showed some examples of how this new identity could work.

With all this information, the new brandbook was succesfully launched, with campaings all over the world.

SOCIAL_1

SOCIAL_2

Tomato 
First

Cyberbullying is one of the most committed crimes in the world. At least 70% of young people between the ages of 15 and 24 have already been victims of it. But the problem is that Whatsapp, the most common app used by these criminals, has end-to-end encrypted messages, which doesn’t allow the authorities to break through and follow them, leaving the victims defenseless.
 
If WhatsApp doesn’t help us take the bullies out of the internet, we take the internet out of the bullies.

Terms Against Bullying - Case Study

We analised contracts from all Europe's largest mobile companies and found out that they have a cancellation clause in case of illegal behavior.

1_Terms_2

So we created a website in which people could 
report bullies anonymously.

1_Terms_3

1_Terms_4

1_Terms_5

We also taught about all the different types of cyberbullying.

The campaign took over the streets and the 
internet across the continent.

But most important: it took more than a thousand bullies out of WhatsApp.

Terms Against Bullying

Cadillac has inspired musicians for decades, being quoted in the lyrics of over 11,530 songs around the world, according to Lyrics, web's largest music resource. So in 2017, we took this unique opportunity to make artists and bands like Bruno Mars, Ariana Grande, and AC/DC our unofficial brand ambassadors with an innovative use of media that was never done before.

Saatchi & Saatchi Middle East, Dubai.

Associate Creative Director: Luis Paulo Gatti
Art Director: Dennis Silveira, Ivan Bormaister, Kauê Barbosa Novaes, Alan Hong
Motion/Editor: Kauê Barbosa 
Copywriter: Nazmi Ahmad, Poroma Pant, Alan Hong
Developer Freelancer: Dan Jesus
Sound Production Company: CANJA Audio Culture
Audio Directors: Lucas Sfair, Eduardo Karas , Filipe Resende
Audio Producers: Levi Mynssen, Diego Zorrilla, Leonardo Lima 
Singers: Zia Leme, Aline Mota, Willian San' Per, Marcelus dos Santos

Songs Feat. Cadillac

So if you watched "That’s What I Like" by Bruno Mars on Youtube, this would be the ad you would see.

Songs Feat. Cadillac - Bruno Mars

If you watched "Cadillac Song" by Ariana Grande, you would be surprised by this ad.

Ariana_Transição

And if you decided to watch "Royals" by Lorde, that’s what you would see.

Lord_Transição

For every song, a different ad was placed on the exact moment the brand was quoted.
Like on this example by AC/DC.

Songs Feat. Cadillac - AC/DC

We did it with more than 100 artists or bands.

But we didn’t stop on Youtube. We also hijacked people's favorite tunes on the top radio stations in Dubai.

Songs Feat. Cadillac - Rádio Spot

And to promote the videos not only digitaly, but also on the streets, we created interactive posters to reveal the brand that inspired all of these musics.

Finally, we created a website with all the songs to promote the campaign.

Cadillac_Site

Songs 
Feat. Cadillac

Brazilians are very superstitious. Especially when it comes to football. So during the 2022 Fifa World Cup group stage draw, we decided to give our fans and players a little help, sending our first opponents some bad luck gifts.

When our first opponet was drawn, we packed a gift to make sure they would get off the game on the wrong foot.

BRAHMA - CREAMY DELIVERY - SWITZERLAND

As for the second opponent, we sent a gift to make their players reflect their bad luck.

BRAHMA - CREAMY DELIVERY - SERBIA

For the third opponent, we wanted to ensured a storm of goals from Brazil.

BRAHMA - CREAMY DELIVERY - CAMEROON

Finally, if anyone missed any of the three videos during the draw, we released a last one so everyone could know that luck would be on our side in the World Cup.

BRAHMA - CREAMY DELIVERY

Creamy 
Delivery

In 2022, Carnival in Brazil was canceled for the second year in a row, leaving thousands of beer hawkers and can collectors without their most important income of the year. So Ambev decided to help these professionals, who have always been its partners in other carnivals.

Bravo Film Company

Dir.: J.Brivilati

Direção de arte: Daniela Cortez

Ambev - Parceiros de Outros Carnavais

Ambulantes_Medium

Ambulantes_Small_1

Ambulantes_Small_2

In order to assist them, Ambev created a R$ 150.00 financial aid and started donating R$ 5.00 for each delivery ordered during Carnival.
 
So to help boost sales through the app, we created a 360º campaign, with he most popular Brazilian beer hawker and one of the most popular comedians in the country.

Depoimento1

Ambulantes_full

It ran both on the Internet and on the streets, where Carnival would take place.

We also took the beer hawkers to sell their products in a safe place: Tik Tok.

TikTok

Finally, we went viral with a content from the most popular donation Youtuber in Brazil.

Youtube - Ambev e John Leitão

But Ambev wanted to go further and help these people not only in the present, but also in the future. So, in addition to the financial aid, we created a website where registered beer hawkers and can collectors had free access to dozens of professional courses, in which they could learn and start a new career.

Site_01

Mobile_1

Partners of 
Other Carnivals

The Brazilian northeast is one of the richest regions of the country in terms of culture. Each state has its own customs, rhythms, dialects and, above all, foods made with different ingredients and cooking methods, which make them unique. Unfortunately, the rest of the country doesn’t see it that way. Due to bias and lack of information, most people think the entire northeast boils down to the same dishes.
 
So, on Northeast Day, we wanted to show that the region’s cuisine goes far beyond that. Each state has its own flavors, created by its people every day in their homes.

We started by inviting one of the best illustrators from the northeast to create a visual identity representing different types of people, foods and cultures from the region.

With all these assets, we created a campaign  asking people from the region to send us their favorite homemade recipe made with cooking methods, spices and ingredients typical of their state.

All they had to do was screenshot a blank template that we posted on our stories, fill in the information and post it back, tagging us.

The campaign ran 100% digitally, without spending a penny on media. And we shared all the recipes on our Instagram, with a highlight for each state.

Post

Then, to encourage people across the country to try these recipes, we invited chefs from the region to teach how to cook some of them at home.

Influencer_1

Influencer_2

Influencer_3

Influencer_4

Finally, with all these recipes in hand, we created a unique cookbook that represented the flavors of each state, to send both to influencers and followers, who were part of it.

The True Flavors 
Of The Northeast

Have you ever heard of Bacon Day? Yeap, that’s a thing. Actually, it’s a very important thing not only for Heinz, but also for many people in Brazil who are really passionate about bacon.
 
So, in partnership with Big Kahuna, one of the most famous burger shops in São Paulo, we decided to test people's love for bacon on this iconic day.

While the love for bacon is forever, other loves come and go in life. And one of the worst things about breaking up is all the gifts you got during the relationship that now only remind you of your ex.
 
So, on Bacon Day we challenge people to exchange those gifts for more bacon in their burger and snacks. And for the first time, Heinz got a new tagline. Even if just for one day.

Logo_Bacon

We started by annoucing the campaign on social media.

POST_GIF_2

We also showed people what they could exchange, which was just about any gift. 
The more relevant it was, the bigger was the prize.

POST_GIF

We also took over the streets near the burger shop.

When Bacon Day finally came, it was a success, surpassed all expectations.

influencers

Heinz - Bacon Ex Change - Making Of

Bacon 
Ex-change

ATTO is the largest soybean seed producer in Brazil and its product is known for its high productivity. But most people didn't know why it was so good. So we decided to show: it’s all about the process. They take good care in every step of the way to garantee their seeds will perform at its best.
 
So, we started by shooting a film showing its daily process. Each person in the video was a real ATTO employee going about their routine.

Atto - Muito Além da Semente

MEDIUM_1

SMALL_1

SMALL_2

FULL_1

SMALL_3

SMALL_4

MEDIUM_2

FULL_5

MEDIUM_3

SMALL_5

SMALL_6

To help explain why their process goes far beyond the seed, we call the greatest synonym of performance in Brazil: Bernardinho, a former volleyball coach and player, who was a seven-times olympic medalist.

ATTO - Sementes de Alta Performance

ATTO - Escolha ATTO Sementes

Also, we created a 360º campaign with different elements that represented ATTO's objective as a company: to help make Brazil one of the greatest powers in the world through agriculture.

Categories