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[Music]
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the biggest name in advertising Saatchi
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and Saatchi have landed a 20 million
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pound campaign to launch in young
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brazilian spirit called Sokka Chiba
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their job is to make it as well known as
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Bacardi the problem is right now no one
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outside Brazil has heard it that's the
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big challenge for Andrew Wilkie director
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of the campaign they have a vision to
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actually create a global Brazilian brand
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the clients want to sell Brazil but they
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found the old cliche the bananas thing
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they had is a very easy way of thinking
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of Brazil Carnivale bananas tropical
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words the moment we produce something
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that is much better than that
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and-and-and-and captures that the the
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new Brazil the nicer Brazil that's what
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we need to commit it it's a tough test
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for the creative team who must come up
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with the big idea the client sent to us
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avoid don't give me the cliches I don't
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mean cliche where this machine
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everything so we're left with nothing
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when finally head off to Brazil for the
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shoot the key person is missing the
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photographer
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if it happens without access you can't
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get in you can't get in you have to you
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can you come on shoot you can't shoot if
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it rains it's all going so we're going
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belly up this is the inside story of a
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marketing campaign and sarchie and Sashi
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turnstile achiever from an unknown into
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a global brand
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[Music]
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Andrew Wilkie is being taught the art of
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cocktail making by his new Brazilian
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clients vital knowledge if you're
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running a 20 million pound campaign to
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launch desperate with any other Casa
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you have to put a lot of sugar because
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it doesn't taste very good
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we still got si but you don't have to
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put a lot of sugar this is the tricky
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thing about caffeine everybody has its a
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special way to make it so yeah you will
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find thousands of experts in happening
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MA and then you can become one that's
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very good yes
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sideways is the infinite simple and
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sanity bar means exactly that a never
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ending story or saga we like a lot to
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the yet this is something we should
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really try to build as an icon as a
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symbol in the future okay we are in the
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business of creating a brand for the
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long term and that's 5 10 15 20 25 years
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this plan has to be established clearly
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has to be robust enough to withhold all
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their the vagaries of fashion ability of
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the alcohol sector and be robust enough
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to be a dominant player in a very very
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competitive spirits market Dave
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Henderson and Richard any other Saatchi
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and Saatchi creatives who must come up
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with the big idea for the press and
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poster campaign they've been a team for
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seven years like brothers they say they
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live near each other and driving
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together every day
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pure spirits it's a difficult category
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it's gonna a lot of stuff mean them
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before the lot of things you can't do
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can't say it's Brazilian this is their
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first campaign for Saatchi and Saatchi
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after being poached from another top
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agency so the pressure is on to deliver
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they've been told to avoid Brazilian
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cliches
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[Music]
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which is good you know when I do that it
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should be like answer the Brazilian
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tourist Authority come to Brazil and
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it's got me badly
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it's got me wonder just so it's just
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expected inflation is that just put just
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seen a million times in television with
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happy lighting people dancing and stuff
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going on phones it's a cliche but it is
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a sexy place it's the same spot Brazil
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is a disco sector for bucket knowledge
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we've got a sexy got a Tron approach
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that in an original way you know what
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premium is about using the ground pure
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yeah sexy
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today the agency will pitch their ideas
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to the Brazilians UK Chief Kevin Dundas
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will attend at 20 million pounds for
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just that European launch this is big
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business
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they are very ambitious for their brand
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and they are really willing to take on
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the establishment in the marketplace so
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their expectations are high the
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ambitions for such a breeze to go global
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very fast and that's that's quite rare
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the men from Saiga Chiba are keen to see
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the early campaign work and talk
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strategy first up the team which has
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been developing ideas using the S logo
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on the saga Chiba bottle making sure
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that that symbol the infinity symbol
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stands for everything that we wanted to
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stand for is absolutely what this
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communication strategy is all about and
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that's absolutely so we completely agree
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it's better it's ice cubes when it's
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just trays actually putting in snacks
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all of these they seem to be embodying
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the brand bringing people together
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talking about friendship and drinking
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together if you start getting into
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tables or even the seats using the
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secretary risk Richard and Dave have
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been working on the concept of pure they
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think they've got a catchy phrase pure
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so you don't have to be
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imagination first we have a very stylish
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apartment and and but the occupant is
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obviously not been home for a while and
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we can tell that by you know connectors
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by the door and unfortunately tittles
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hasn't been fed for a while the goldfish
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is lying on the surface the Bolar pure
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see you don't have to be this execution
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we have a young lady lounging by the
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fire one night behind that we can see
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she's she burnt off her diet books
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because you don't have to be this is
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actually a wedding pie and we can see
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that the bridesmaid hasn't quite done
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her dress up properly
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she should donate and hurry and the
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bridegroom shirts still hanging out as
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well as if the bingo quite busy before
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the wedding if you say you don't have to
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be the Brazilians are polite it's left
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to Alex Pineda the marketing director to
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give the verdict I want not good I want
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great and I think we write good the line
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pure so you don't have to be it's
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limiting rather than opening and and
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whatever campaign we end up with it has
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to be authentic Brazil and and the way
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that Brazil is perceived by Europeans
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but also the way we want to communicate
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Brazil and it's not the stereotype
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Raziel and that's the that's the tone
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that we're looking for it's very subtle
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and I think it's worth the work getting
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there that's fair enough you know I
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think this is never just one answer to a
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brief as always there's always something
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else you can do you know we're we're
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more than happy to go again a second
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time
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quite often we're going a tenth time or
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a fifteenth times so it's you know it's
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it's you get used to it brilliant spot
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on part of it
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suddenly word gets out that Selfridges
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department store is preparing a
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month-long promotion on Brazil SATA
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Chiba are desperate get in on the act
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Saiga Chiba headquarters are in Sao
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Paulo Brazil are you going for the
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selfridges opportunity yeah yeah yeah
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definitely taking that I think it's a
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great opportunity we have to we have to
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do everything we can to to make the best
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of it
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alex has just two weeks to meet the
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selfridges deadline he's come to the
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second shiva bottling Clark to arraign
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shipping 1600 bottles of saga Chiba must
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be shipped to Britain immediately but
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there's a holdup with the containers a
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face prodigy saga Chiba is an upmarket
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version of Brazil's national spirit Casa
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is still from sugar cane the zillions
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consume 1.3 billion litres of casa a
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year most of it the rough stuff is drunk
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on street corners
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[Music]
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Sagat Eber had some success here selling
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to be cool young crowd
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Brazil exports just 1% it's the Shasta
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whereas Russia exports 50% of its vodka
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the man who is gambling a fortune
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selling saga Chiba to the world is
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successful entrepreneur Marcos Desmarais
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to him this is not just about launching
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a brand but about promoting Brazil
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Brazil is in the DNA of Kinshasa Cassius
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has been there for 500 years and I think
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that one of the reasons why it's so
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popular and accepted is that it's not a
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fake it is very clear for me that there
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is an opportunity for a high quality top
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quality Casa with a vision for brand
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beauty to really be the leader in the
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international market today and that's
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what we're aiming at back in London and
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it's party time at Selfridges
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[Music]
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they had to fly in the second chamber to
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get it here on time
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Saatchi and Saatchi have been busy
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creating a brazilian beach bar in one of
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the shop-windows so finally we have the
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window and I think it looks great
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actually we're still finalizing some
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details but you know people are having
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opinions they're trying the product
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scattering a lot of people in the
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streets I think it's calling a lot of
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attention
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[Music]
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we're achieving what we wanted we wanted
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to to brand in the right way to bring
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Brazil to London a little bit to to call
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the attention of the people walking by
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and I think we're right there we have a
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climate we've got a cold rainy streets
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outside this is the trick firm for hot
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hot people you can change the climate
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justice but you know but by having it
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it's it's a whole attitude I think the
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Brazilian attitude behind the Train at
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the agency Richard and Dave are still
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struggling to find the big idea we're
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saying about avoiding the cliches you
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know why that wasn't food if you took it
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in that come it's got a totally
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different filter which I was I think
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that's the least it's fresh as far as
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our direction concerned it's
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representing the familiy opinion and you
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kind of light yeah one symbol image a
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symbol line you have a point
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[Music]
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there's not much going on in the
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Selfridges window
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yeah during the process of inviting more
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people from the general public to come
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and have a second Eva at the beginning
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we had just models and after one week or
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two weeks they were just too bored to be
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inside so you know yeah they were
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drinking so they fill the window with
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thirsty shoppers and the promotion takes
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off Richard and Dave at last have
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something to show creative boss Tony
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Granger the real kind of test of an idea
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is husbands out in tears is it filtered
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obviously it can feel good right really
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yeah
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I see you're aware of this which is the
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biggest area called Brazil it's like the
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Statue of Liberty yeah
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the idea is to cast a real guy who
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actually looks like the fencer alone but
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will put him in situations that are all
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part of kind of you know capturing the
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real spirit fazilet going out having a
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good time the very opening welcoming
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gesture you know so he's in the taxi
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he's going out for a night given just a
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little tiny bit of a smile on releases
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and accentuates all the shadows and you
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know should make it more recognizable
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and good yeah for instance make great
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posters great yeah if you see these
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things at the corner of your eye or you
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flipping through a magazine you know
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it's persona cheap as a Brazilian brand
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I think other things with frying away
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for the campaign yeah get more out of
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this much much we did some quick
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research groups just to find out about
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using shaded and would we be getting
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into religion collaborative Roman
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Catholic and didn't touch your sides
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have loved it everything about it after
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months of work today is the day Richard
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and Dave must present their new idea to
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Sega Chiba fancy
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cool yep a Creative Suite rule do you
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think they're gonna accept this okay
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Lucas Road ass is here in London but
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everyone else is back in Sao Paulo on a
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video link the work on a camera like
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that which is beamed down to San Paulo
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and that's not really the best way to
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present crazy work the image is just we
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are very very key to make sure that this
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campaign absolutely takes the high
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ground for you almost in a way that
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prevents any other Brazilian brand
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trying to come in and steal that
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territory so to get there first to be
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unique and to claim that territory for
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the road for Onis is something that we
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we really strove to do with this work
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and that's what the guys have really
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tried to capture in the first ad you can
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see hopefully a guy who were going to
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cast to look just like Brazil's most
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famous icon and his whole body position
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also reminds us of
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and he stretched out here his arms
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across the back of a leather seat in
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fact the taxi it's a South parlor or or
00:17:01
rear and in the bottom corner were still
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alive pure spirit Brazil sega Chiba the
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next execution will see our guy again in
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the background here he's in a pool room
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and he rests his arms across the pool
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cue which is across the puppy's net he's
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standing in a very very cool very kind
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of relaxed pose the next sad you see is
00:17:24
actually crowd surfing this is shot from
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directly above and he's being passed
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along the top the crowd at a keg or
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arrive or whatever what I will do is
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take you quick kneel to bring it I'm
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very very pleased but it's one of the
00:18:02
money they'll be launching the campaign
00:18:05
in style magazines and on billboards now
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they must urgently find the right
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photographer and the right model
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everything's got on booze Brazil so this
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guy has got a look latin Brazilian
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basically he's got a look like this and
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there this guy's stone and then shoot
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them shoot them in these different
00:18:27
locations which I think we should be
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shooting in Brazil as well so I think
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with the style of photography we've been
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thinking about there was with us a bit
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more of reality we've like really strong
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light so he does become heroic and
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that's where I think you'll get a lot of
00:18:45
energy from these shots as well and then
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there's only gonna be a couple of people
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yeah yeah no this is our most nice
00:18:52
people in there so like an array or a
00:18:54
gig yeah or a days I crawl through the
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websites and understand you some web
00:19:00
addresses yeah start off that way and
00:19:02
then once
00:19:03
they're ones you like we can get the
00:19:05
books over other teams in the agency are
00:19:10
developing the whole range of marketing
00:19:12
ideas and products nothing sells a cool
00:19:15
brand better than Paul people are
00:19:17
thinking they've discovered it for
00:19:18
themselves
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drink up outside it's called contagion
00:19:27
strategy a sense of discovery is a very
00:19:31
motivating thing for this target
00:19:32
audience and then you generate very very
00:19:35
positive word-of-mouth as a direct
00:19:36
result that word of mouth spreads and
00:19:38
literally like a like a contagion more
00:19:42
and more people become actively involved
00:19:43
and feel that they have ownership of the
00:19:46
brand one of the new techniques to
00:19:48
engage the sophisticated consumer is
00:19:50
viral marketing virus usually run email
00:19:55
you know sometimes you get emails do you
00:19:57
think they're really funny and you
00:19:58
immediately set them off to all your
00:19:59
friends that's basically what we're
00:20:02
trying to do what you'll get is you get
00:20:04
an email on probably on like Thursday or
00:20:09
Friday night and says don't go home it's
00:20:11
far too early try this link and who
00:20:14
knows where you'll end up tonight this
00:20:15
is your opening scenario so you're
00:20:17
walking down but if the name of each and
00:20:19
the volleyball game is in full swing do
00:20:21
you join in because there's someone
00:20:23
playing that you really fancy carry on
00:20:25
because you spotted someone further down
00:20:26
the beach that you could be fancy the
00:20:28
point is for you to take part I'll make
00:20:30
you send you I talk about making
00:20:32
decisions and waking up or tell the sir
00:20:34
that you're very happy with your current
00:20:35
partner or tell the story you don't have
00:20:38
a current partner so you go for that one
00:20:40
and you into another scenario everyone
00:20:42
at the party is drinking champagne but
00:20:44
at the end of it the whole point is to
00:20:46
get you into a bar to drink montag zebra
00:20:48
I think I'll buck the trend and have a
00:20:49
cobra me instead this is the end of the
00:20:52
route and what will follow after this
00:20:54
it'll tell you where you can actually go
00:20:56
get a tow premium but you won't find it
00:20:59
in just any bar to be cool your product
00:21:01
must be exclusive it's part of the
00:21:04
strategy today the agency have invited
00:21:06
12 top barman from the country's hippest
00:21:08
bars
00:21:10
thank you very much for coming today
00:21:12
we're very very pleased that you're here
00:21:15
because to be honest I need your help
00:21:17
what we recognize is that you simply
00:21:19
cannot expect to launch a new alcohol in
00:21:22
the marketplace and expect it to take
00:21:24
off and do the kinds of volumes that
00:21:26
Smirnoff do that takes a long long time
00:21:28
and you have to do that in the right way
00:21:30
and the way that we believe we're going
00:21:31
to do that is by making sure that it's
00:21:34
actually only positioned and stopped in
00:21:37
the right kind of bars from the outset
00:21:40
so we recognize the importance of you
00:21:42
guys we understand that you are the
00:21:44
experts your bars are precisely the kind
00:21:46
of bars we need to get on side in order
00:21:49
to make a success of this launch and go
00:21:59
against akela this is a rosary to
00:22:04
sunrise villas Gila sunrise chemica sees
00:22:06
lime juice this could be a nice
00:22:23
[Music]
00:22:27
you got red cherries I like the name to
00:22:31
get the sour touch having the sugar just
00:22:33
to make a mess we are and obviously I
00:22:35
got the general public it's recommended
00:22:43
this but everybody wants recommendation
00:22:44
for the barman they will buy a face from
00:22:46
that Alliance so it'll get the volume
00:22:47
indicator exposure
00:22:49
Dave's found the perfect photographer
00:22:51
American Geoff wheedle he does lost
00:22:55
Hollywood stuff actually they've got
00:22:58
very unique start but the main thing
00:22:59
that we like about energy he makes
00:23:02
people look quite I clinic which they
00:23:04
exactly what we woman and for us that
00:23:07
that has everything we want that was
00:23:09
that was that that was the key moment
00:23:10
when we kind of when we saw that we
00:23:12
thought yeah this is the guy the best of
00:23:14
we saw hundreds of books but the
00:23:19
photographer is expensive costing
00:23:21
thousands of pounds a day suddenly
00:23:23
everything is put on hold for two weeks
00:23:31
they wait while the Brazilian clients
00:23:33
rethink their budget
00:23:43
you go with the best the best
00:23:45
photographer the best art and that's
00:23:47
exactly what we want this is not the
00:23:50
only one but he is exactly what you
00:23:52
would know hold up we are just thinking
00:23:58
we're just thinking and talking about if
00:24:01
that's really the way we want to go and
00:24:03
we all seem to agree this is yes it's a
00:24:11
phone call with me go ahead
00:24:17
got a full approval there go go go ahead
00:24:20
and shoot all four ads so what we've
00:24:22
been doing is trying to pin down things
00:24:25
like casting our guy my main guy who
00:24:28
stars in the ad we've also got to UM
00:24:30
check out locations on all four ads and
00:24:33
kind of various props things that go on
00:24:35
in the air when you see some of these
00:24:38
guys are alright the kind of getting
00:24:39
close but yeah this is normally the
00:24:44
hardest thing getting casting right no
00:24:48
he's definitely got something
00:24:49
you worked brilliantly he's just got
00:24:51
better hair the face he stood looking
00:24:53
without being too good-looking look to
00:24:55
chisel you know he's got the right
00:24:56
length of face right lengthen he's got
00:25:00
like an eye hand he's got something
00:25:01
behind the eyes which is just I don't
00:25:03
know you just you just got it trying to
00:25:06
do this flick between the statue and the
00:25:08
guy there are a lot of similarities I
00:25:11
think this time we got lucky
00:25:14
[Music]
00:25:17
after three months of planning the
00:25:19
campaign the sangchien Sashi team are
00:25:21
ready for the shoot you've said sorry
00:25:24
happy yet ready as we can be
00:25:27
dr. Richard is left behind his wife is
00:25:30
June to have a baby
00:25:31
[Music]
00:25:40
in sapelo everyone is excited at the
00:25:43
prospect of working with Jeff the
00:25:44
hotshot American photographer but
00:25:47
there's a nasty surprise in the store
00:25:50
[Music]
00:25:53
when you get a photographer flying from
00:25:56
the states to enter the Brazil to work
00:25:58
with you on a shoot you expect the
00:26:01
production company sort of sorted out
00:26:03
access if they haven't sort of that
00:26:04
access key target in if you can't get in
00:26:06
you have to usually you cannot shoot if
00:26:09
we were in charge of getting everybody's
00:26:11
visas then ultimately we would be at
00:26:13
fault we're not that's what we pay
00:26:15
people to do if people don't deliver all
00:26:18
I can do is say you haven't delivered
00:26:19
sorted out and that's the position that
00:26:21
we're in at the moment
00:26:27
[Music]
00:26:32
it is it is saying they don't want place
00:26:35
basically you can't work unless you get
00:26:38
it so you try to see work have been
00:26:40
gained that's it
00:26:41
I'm amazed that no one uses but now due
00:26:45
date so we're gonna try the song
00:26:46
hopefully we can otherwise spend nice
00:26:50
indeed well a cold and we don't
00:26:57
[Music]
00:27:00
delays are very expensive makeup artists
00:27:04
costume designers and countless
00:27:06
assistants are all sitting around
00:27:07
wondering what's going to happen in
00:27:10
Aurora I think we should keep that
00:27:13
survey overnight Alex and the Saatchi
00:27:18
and Saatchi team have agreed on their
00:27:20
options on a trip out of town Alex cause
00:27:23
Miami and New York to chase off the visa
00:27:25
[Music]
00:27:34
you can you speed up that meaning
00:27:35
because you know why if let's say Jeff
00:27:38
doesn't get the visa today if you cannot
00:27:40
fly to Brazil today maybe we tell him
00:27:43
you know thank you Jeff see you next
00:27:46
time around we're going with plan B
00:27:51
so
00:27:54
so let's do this if Jeff is not in
00:27:56
Brazil tomorrow morning Jeff is not
00:27:59
coming to Brazil arrow
00:28:01
okay good I'm taking off now okay good
00:28:04
luck good luck right
00:28:09
[Music]
00:28:12
while Alex pursues the visa Andrew and
00:28:15
Dave have been checking out plan D to go
00:28:18
with a Brazilian photographer by the
00:28:28
time Alex gets back to Sao Paulo a
00:28:30
decision has been made
00:28:32
everyone seems satisfied that Plan B has
00:28:35
the right stylized look to his pictures
00:28:47
but those things happen we have to be
00:28:51
ready for them you never know when they
00:28:54
come but they sure do they think
00:28:57
creatively about finding a way around
00:28:59
the problem that's my job we've done
00:29:01
that to say that it's been an easy day
00:29:04
is not true but we've got it we've got a
00:29:06
good solution to a very very difficult
00:29:08
situation and I'm pleased about that
00:29:16
[Music]
00:29:25
it's the first day of a shoot the new
00:29:28
Brazilian photographer Daniel clad
00:29:30
nature demands silenced
00:29:32
[Music]
00:29:38
[Music]
00:29:43
[Music]
00:29:51
this is very key is that we get we get
00:29:55
to you we get the right look in the
00:29:58
right smart yeah depend we don't require
00:30:00
doing a number of different facial
00:30:02
expressions smiled I don't say we've got
00:30:08
a major love Raphael can do the smile
00:30:16
easy but his arms are a bit of a worry
00:30:20
problem that arose our guy our model E
00:30:23
skin is six for two squats forward
00:30:25
because they've got quite a long
00:30:26
wingspan his arms are too long for the
00:30:28
seat to get exactly the position warning
00:30:30
so what we're gonna do is shoot him
00:30:33
separately which is what we did here
00:30:34
there so and get his arms in exactly the
00:30:37
right position and then we shoot the
00:30:39
interior of the car separately and then
00:30:42
what we'll do and computers will reduce
00:30:44
our guy by 8 percent 10 percent and pop
00:30:47
them on the seat and computer but you
00:30:50
you won't see the joints
00:30:54
[Music]
00:30:58
[Applause]
00:31:08
[Music]
00:31:12
it's the second shoot of the day fifty
00:31:15
extras are getting hot and sweaty it's
00:31:17
late and everyone is hyped up with banjo
00:31:20
and Dave seemed pleased with the shots -
00:31:35
shoots down and two to go there's much
00:31:38
close scrutiny over extras for the only
00:31:40
exterior shot the swimming so the idea
00:31:50
is to have two or three girls in the
00:31:51
background I think that can either have
00:31:53
that back turned you're tying up their
00:31:54
hair it may be that we do just have a
00:31:57
pair of legs walking that might work I
00:31:58
do this is the guy this is the main
00:32:01
focus what we've really loved about this
00:32:03
is the fact that it's a it's not like an
00:32:05
old-fashioned pool or like or like you
00:32:07
know when there's traditional turquoise
00:32:08
painted pools it's really modern it's
00:32:10
really you know almost not what you'd
00:32:12
expect in Brazil and you wouldn't expect
00:32:15
well in either
00:32:20
it's raining so hard is actually coming
00:32:22
through the roof it's gonna be wet yeah
00:32:30
I may become we can't get the lights out
00:32:32
or anything in this weather so well I
00:32:36
think we're hoping that at least if
00:32:39
there's no rain tomorrow bring at least
00:32:40
start lining up a shot and you know
00:32:43
seeing how it looks but I think the
00:32:46
latest forecast is it would just be like
00:32:47
this as well it's all going so we're
00:32:50
going belly up at the bar shoot Alex
00:32:54
seems worried swimming pool has a very
00:32:57
strong point in beam it's a sunny day
00:33:01
time occasion and we definitely wanted
00:33:04
to pick that so we need that Andrew in
00:33:09
his role as chief problem solver is
00:33:11
working on another plan this particular
00:33:14
shot his rifle will the set the whole
00:33:17
shot up and the guys will have to come
00:33:19
back in the Sun and we may not be here
00:33:22
to do that so we'll be waiting for those
00:33:24
shots to come back to London
00:33:28
as long as everybody's knows what we're
00:33:29
trying to achieve and it's all been
00:33:31
rehearsed with all the camera positions
00:33:33
and lenses being worked out the
00:33:34
Lighting's being worked out and
00:33:36
choreography is all kind of rehearsed
00:33:39
you know it's fine it's fine should be
00:33:42
fine it was five days six days before
00:33:58
the weather actually broke and they got
00:34:00
sunshine and they got the shot
00:34:02
we've darken the background darken the
00:34:05
risin line made him more contrast and
00:34:07
more graphic I can reflect see and
00:34:09
understand look they're more than happy
00:34:14
it's coming at a better than we could
00:34:17
have had really given the circumstances
00:34:18
it's definitely more stone right now but
00:34:20
without looking dead yeah we have our
00:34:24
man here we've got a lot of work on him
00:34:27
moving the arms up make them nice and
00:34:30
parallel yeah it's really just restating
00:34:33
of his head a bit more will change the
00:34:34
neck t-shirt made the t-shirt wider down
00:34:37
there looking like is leaning back too
00:34:39
far so he's sitting in there nice huh
00:34:42
that was the bench seat you felt cetera
00:34:46
so that was a start point we used that
00:34:48
but then we needed to widen it we've
00:34:51
read wrong address and reached the sides
00:34:54
of the case this is where we are now on
00:34:57
crowd-surf we put this girl we image she
00:35:01
wanted anything is meant to calm down a
00:35:03
cleavage big things come out super much
00:35:05
especially this bloke looked like he was
00:35:07
looking at it some sort of dark and all
00:35:09
that down just to sit her in but she was
00:35:11
really good sweat see do you think the
00:35:14
clients
00:35:17
it always is because at the end of the
00:35:19
day there's a team of us that spent time
00:35:21
crafting this and putting it together
00:35:23
it's our baby people have an image of
00:35:25
what it's going to be in their head from
00:35:27
a drawing and I think it's always going
00:35:28
to be slightly different for what they
00:35:29
may imagine it's the big day and Alex
00:35:35
and Lucas are here to see the finished
00:35:37
work for the first time first one taxi
00:35:45
so there we are sitting in the car
00:35:56
on to the next one just swimming pond
00:36:02
there's a little smile there which we
00:36:04
talked about in the beginning with the
00:36:06
Mona Lisa's smile but without being too
00:36:08
cheesy he's he looks at you and like you
00:36:12
know who I am
00:36:12
he's he's cool on to the next one which
00:36:18
is krauser go back to the energy of that
00:36:20
night Alex look at the faces of the
00:36:23
people in the ground then the final one
00:36:29
is the bar because of the color of the
00:36:35
shirt it looks a lot like the statue
00:36:37
statue in Rio this is a very strong
00:36:40
visual stereotype but in a completely
00:36:43
different way sand and water mint so we
00:36:46
went from good to great and that's
00:36:48
exactly what I was dreaming up I think
00:36:50
we have a very powerful convener I'm
00:36:52
absolutely confident of that I think
00:37:02
that's that's one of the brightest
00:37:03
things about the campaign is that we are
00:37:06
exactly using the cliche that statue in
00:37:12
Rio we took that and we turn it into our
00:37:15
icon in the language that we're using so
00:37:18
that's the greatness of it I think that
00:37:20
that's how that's a brilliant part
00:37:23
today Sasha and Sasha launching saga
00:37:26
Chiba have a trendy light bar in London
00:37:28
next Roman Amsterdam
00:37:32
this is not we're in this long-term and
00:37:36
the same amount of detail energy and
00:37:37
dynamism is gonna have to be put behind
00:37:39
the brand right the way through in every
00:37:41
single country that we're launching but
00:37:43
at this particular point in time things
00:37:45
that are key bravery
00:37:52
cinema and TV ads have to follow the
00:37:55
press and poster campaign if sacca Chiba
00:37:59
proves a success and not just a passing
00:38:01
fad
00:38:01
it will go global only then will be
00:38:04
Brazilian clients know whether they
00:38:05
twenty million pound marketing campaign
00:38:07
has paid off
00:38:10
[Music]
