Agency: Beta Collective
Fusion is a Brazilian energy-drink brand that wanted to reposition itself and connect with a new target audience in Brazilian favelas; a public that is often neglected and forgotten about by mainstream brands.
So, to show that Fusion was genuinely on their side, we used a favorite pastime from favelas all over Brazil that had remained untapped until now: the kite.
With a few pieces of paper and sticks, we created a new out-of-home media and made discounts LITERALLY fall from the sky.
Our kites had QR codes with Fusion discounts. So whenever a kite fell out of the sky, people rushed to grab the kite and the discounts.
By tapping into favela culture, we were able to capture the attention of some important personalities, including a Brazilian singer that has the most hits on Tik Tok in Brazil, a guy with more than 10 million followers. On top of that, the biggest Kite Channel on Youtube, with more than 2.5 million followers, took part in this activation, along with more than 30 other personalities who helped amplify the content.
The event gathered more than 2,000 people together to fly our kites in 4 different points of Vigário Geral, a huge favela in Rio de Janeiro. We also sent the kites to influencers who liked our activation, which made them publish videos with the kites on their social media, helping us reach millions of people on a low budget.
With a very simple idea, we managed to generate huge numbers, helping Fusion connect with an important audience for the brand’s business strategy.
This professional campaign titled 'Kitevertising Fusion' was published in Brazil in January, 2023. It was created for the brand: Fusion Energy Drink, by ad agency: Beta Collective. This Ambient, Experiential, and Outdoor media campaign is related to the Soft Drinks industry and contains 6 media assets. It was submitted 15 days ago by Senior Copywriter: Bernardo Tavares of Havas Lisbon.
Agency: Beta Collective
Creative Director: Bernardo Tavares
Art Director: Leonardo Rodriguez
Copywriter: Matheus Loretti
Operations Director: Camila Serena
Production Company: Dilúvio
Executive Producer: Paulo Vicente
Diretor: Raphael Taira
Filmmaker: Blínia Messias
Photographers: Pam Nogueira e Sallem (Fotogracria)
DOP: Marco Antonio Ferreira
Assistant Director: Pedro Amed
1st assistant: Tiago Eli
2nd assistant: Ana Beatriz Salgado de Miranda
Logger: Mateus Cabral Maciel
Producers: Alexandre d'Albergaria, Lucianna Santos
Post Production: Dilúvio
Editing and Motion: Jack La Noyée
Sound Production: Estúdio Casa da Árvore
Sound Producer and Partners: Pedro Penna, Pedro Montessanti
Producers: Fabio Araujo dos Santos, Day Cunha
Client: Fusion / AMBEV
Marketing Director: Juliana Grinberg
Marketing Manager: Juliana Junqueira
Marketing Coordinator: Augusto Kneipp
Producers: Juliana Caporazzo, Vitor Casanova
In-House Agency: Cigarra
Art Director: Paulo Silva
Social Media: Rodrigo Yacoub
Planner: Carlos Unger