VIVO - BRAZIL
THE CONTENT REVOLUTION
IN THE CONTENT REVOLUTION OUR CHARACTERS ARE TIRED OF POOR INTERNET SERVICES. IN A SERIES OF TVCS WE USED THE POPULAR SLANG "DESTRAVE" TO CREATE A VISUAL EXPERIENCE THAT CATCHES THE ATTENTION OF OUR YOUNG AUDIENCE.
The Content Revolution campaign was born out of frustration with subpar internet services. Our Content "heroes" broke out of their videos to demand better connectivity in the real world. The younger generation, who consume data through videos, are a key target audience for Vivo internet services. To tackle this issue, we developed Destrave, a visual experience inspired by a common phrase used by kids experiencing video loading issues: "DESTRAVE," which means "unfreeze." The campaign resonated with our audience, resulting in the best ROI ever achieved by VIVO telecom.
Creative Team: Marco Bezerra (CD), Sophie Schonburg (CD),
Bill Queiroga (ART), Guzera Alves (COPY).