This soda company created an image bank of female soccer players for other brands to use

Brazil's Guaraná Antarctica debuts campaign ahead of the Women's World Cup

Published On
May 21, 2019

Editor's Pick

Brazilian soft drink brand Guaraná Antarctica is, like many brands around the world, celebrating female soccer ahead of the Women's World Cup. The difference is, it's inviting other brands to use its imagery too.

The brand and agency Almap BBDO created a commercial, seen here, featuring three of Brazil's top female players (striker Cristiane Rozeira, midfielder Andressinha Cavalari Machry and defender Fabi Simões). But at the same time, it took photos for an image bank, available on Instagram, that other brands can buy and use. 

Any brand that wants to use one can buy it through a donation to the NGO “Joga, Miga” (“Play, Sis”) that supports women’s soccer, and a small fee for the athlete. The likes of Unilever, Uber, and Frito-Lay have already bought images, as have big players in Brazil’s ad world like Boticário (a beauty brand), Havaianas and GOL Airlines. The over 300 images, which show the players posing with products like razors, soccer boots and perfume,  are displayed on Instagram with a Guaraná watermark, but the brand simply needs to contact Guaraná Antarctica via direct message and pay the fee to get one that's unbranded.  

The idea is to encourage Brazilian brands to feature female soccer players in their ads, as, historically, brands have celebrated men's soccer but not women's. 

“This year, Guaraná Antartica proposes to support everything good about Brazil, everything that’s “Our thing”. And one of the good things in the country is women’s soccer. We want to show people all the potential these girls have, all the success that they already achieved and everything they can still come to achieve”, says Daniel Silber, Guaraná Antartica’s marketing manager, in a statement.

About

Credits

Date
May 21, 2019
Client:
Guarana Antarctica
Agency:
ALMAP BBDO
Chief Creative Officer:
Luiz Sanches
Executive Creative Director:
Keka Morelle
Executive Creative Director:
Marcelo Nogueira
Executive Creative Director:
Andre Gola
Executive Creative Director:
Pernil
Executive Creative Director:
Bruno Prosperi
Creation:
Fernando Duarte
Creation:
Henrique Del Lama
Photographer:
RTVC:
Vera Jacinto
RTVC:
Diego Villas Boas
RTVC:
Rafael Miranda de Azevedo
Image Producer:
Cine Cinematografica
Production:
Equipe Cine
Executive Producer:
Raul Doria
Executive Producer:
Deo Borba
Direction:
Cris Vida
Photography:
Rhebling Junior
Editor:
João Branco
Service:
Hingrit Nitsche
Service:
Fernanda Mormanno
Post Production:
Cine X
Audio Producer:
Raw Audio
Producer:
Raw Audio Crew
Maestro:
Hilton Raw
Service:
Adriana Monteiro
Project Manager:
Mayra Otsuka
Digital Production:
Rodrigo Falcão
Digital Production:
Marcos Falcão
Digital Production:
Marcelo Venceslau
Digital Production:
Caio Moura
Chief Strategic Officer:
Cintia Goncalves
Planning:
Sergio Katz
Planning:
Beatriz Scheuer
Planning:
Yuri Abduch
Media:
Heloisa Lima
Media:
Haroldo Paro
Media:
André Pollner
Media:
Camila Oliveira
Media:
Rafael Campregher
Client Services:
Maysa Oliveira
Client Services:
Ana Clara Grana Costa
Client Services:
Fernanda Sepulbeda
Client Services:
Paula Pompeo
Approval:
Felipe Ghiotto
Approval:
Daniel Silber
Approval:
Mariana Taborda

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