Hold this Bar

Agency Network: 
May 2018


How to leave the gringo image behind and be part of the conversation in the Brazilian Internet? Owning it. Hershey’s related its chocolate bars to a popular expression used in one of the greatest hits of the 90’s in Brazilian music. The slang ‘’hold this bar’’ is the chorus off ‘’Cheia de Manias’’, by Luiz Carlos. Despite its huge success the song didn’t have a clip, so Hershey’s decided to create an official one in the rhythm of reggaetón. And proposed a challenge to find out who’s ‘’the best bar holder in Brazil’’: how long can someone hold the computer spacebar? The website had hours of exclusive branded content and a prize in gold bars.

Digital advertisement created by Aktuellmix, Brazil for Hershey's, within the category: Confectionery, Snacks.

Advertising Agency: Aktuellmix, São Paulo, Brazil
Media Agency: Aktuellmix
Chairman / Partner: Rodrigo Rivellino
Partner / Co-CEO: Celio Ashcar Jr., Mario Medina
VP Strategic Planning and Creation: Fabio Mergulhão
Creative Director: Adriano Panda
Creative Lead: Erica Igue, Rodrigo Joia
Art Directors: Rodrigo Joia, Maurício Quitero
Copywriter: Erica Igue, Lucas Negreiros, Bianca Ramos, Rebeca Avila
Strategic Planning Director: Gabriel Boaventura
Strategic Planning: Gabriel Boaventura
Artbuyers: Edson Silva, Andrea Carmassi
Account Director: Juliana Pileggi
Account Manager: Daniela Bayer
Account Assistant: Alexandre Nobrega
Executive Production: Priscila Pacionotto, Rodrigo Niro
Print Production: Rodrigo Merigue, Amanda Xavier
Media Director: Filipe Crespo
Media Manager: Nathalia Cantalejo
Product Design: Waldir Rugno
Illustrator: Iuri Nogueira
Photography: Paulo José Leite Jr.
Film Production Company: Time Riding
Film Director: Dan Reis / Time Riding
Photography Director: Paulo Leite Jr. / Time Riding
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