ADVERTISING

Mondeléz

The Origin of MorumBIS

Agency: DAVID São Paulo

Description

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.

"'The Origin of MorumBIS' campaign is here to emphasize that everything involving BIS is fantastic: the game with friends, a concert of your favorite band, dessert time, a movie with your significant other, gaming with buddies, everything alongside the snack becomes absolutely A-BIS-urd. The main goal of the campaign is to reinforce to the audience all the spectacular and grand moments that can be experienced with BIS; after all, the snack is present in the most fun and memorable moments, always alongside family and friends," comments Alvaro Garcia, VP of Marketing at Mondelēz Brasil.

"Many might think that MorumBIS is a random pun, but our campaign came to show all the seriousness behind this process," explains Fabrício Pretto, Executive Creative Director, at DAVID São Paulo.

This professional campaign titled 'The Origin of MorumBIS' was published in Brazil in March, 2024. It was created for the brand: Mondeléz, by ad agency: DAVID São Paulo. This Integrated medium campaign is related to the Food and Sports industries and contains 1 media asset. It was submitted 3 months ago.

Credits

Agency: DAVID São Paulo
Campaign: The Origin of MorumBIS
Client: Mondelez
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Fabrício Pretto, Rogério Chaves, Marie Julie, Renata Leão
Creative Director: Fabio Natan
Creative team: Guto Merino, Daniel Trimer, Tiago Embrizi, Rafael Barreiro
Account: Tom Gil, Cacá Franklin, Laís Barbara, Amanda Sávia
Planning: Carolina Silva, Daniela Altenfelder, Barbara Pires
Social Media: Toni Ferreira, Barbara Bueno, Maike Maio, Marcelo Reis, Ully Correa, Angela Andrade
Data Intelligence: Fábio Baldo, Ana Veiga
SnackTalks: Thaisa Ribeiro, Carol Fischer, Luiza Moraes, Gustavo Ferreira, Rhayssa Souza, Natalia Ferrini
Global PR Director: Sandra Azedo

Client Approval: Álvaro Garcia, Fabíola Menezes, Amanda Affonso, Nicole Prudente, Taina Braga, Bianca Lima

Production company + sound: Hogarth Worldwide Brasil

Image production company: Kaus

Colgate Palmolive

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.