Unhibernate yourself. Wake up to Summer!

UNHIBERNATE YOURSELF. WAKE UP TO SUMMER WITH OLÁ!

That’s the idea behind Olá’s latest campaign — designed to shake the Portuguese out of their winter slumber and welcome summer with open arms.

A beach. A bear. Sunglasses. Plenty of Olá ice creams. And a Smash Mouth classic.
That’s how Olá, in Portugal, kicks off the season in a vibrant, multi-channel campaign creatively led by WYcreative. The message is simple and delightfully unexpected: “Unhibernate yourself. Wake up to Summer!”.

At the heart of the campaign is a groggy bear confidently strutting down the beach to the iconic tune of All Star by Smash Mouth. With each step, he soaks in the summer vibes — until he takes a bite of an Olá ice cream, and the season truly begins.

The bear perfectly captures the spirit Olá wants to share: it’s time to shake off winter and embrace days full of sunshine, joy, and togetherness — everything summer is meant to be.

“Olá is synonymous with summer and happiness in Portugal — and that comes with the responsibility to surprise people year after year. ‘Unhibernate yourself’ is about reconnecting with the full feeling of summer: sun, energy, smiles — and of course, Olá ice creams. Because there’s no better time of year to be happy,” says Bernardo Mello, General Manager of Olá Portugal.

“When we got the brief, we knew we didn’t want to go the obvious route. But we also knew this couldn’t be just another summer campaign — it had to be unforgettable. Olá and summer already go hand in hand with happiness, so we set out to create something as memorable as enjoying an Olá ice cream. That’s how we came up with ‘Desiberna-te´ in Portuguese, which means ´ Unhibernate yourself’ — a word that gave us the tone and freedom to build a concept and visual world that’s fun, surprising, and unmistakably Olá,” add Sérgio Lobo and Tiago Varino, Creative Directors at WYcreative.

Launched in June in Portugal, the campaign ran across TV, digital and outdoor (urban advertising panels).
A local production that blends Portuguese creativity with cutting-edge 3D animation, it’s a playful and refreshingly cool story — produced by Playground, with 3D and post-production by Glimpse.