The food brand Sadia, a partner of the Lollapalooza Brasil festival, presents a film, created by Africa (publicity agency), which inaugurates the advertiser’s campaign for the 2022 edition.
With the aim of bringing Sadia closer to the young audience, the commercial for TV and digital media features LekTrek, the brand’s mascot, dancing to a song created by MC Kevin O Chris, one of the festival’s lineup artists.
“Influencers” like Ramana Borba (dance choreographer of the campaign), Lucca Maciel, Felipe Muniz, Vanessa Lopes, Lucas Rangel are sharing the sound created by the MC.
“Our idea was to go beyond 30 seconds, making the brand enter the conversation with the young audience in a very organic, light and fun way. We created the rhythm and choreography, first released on TikTok and, a few days later, shown in the film, to generate identification with the audience”, observes Rafael Carvalho, creative director of Africa.
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