We started from a true insight (people think that summer is only lived on the beach) and take advantage of existing behaviors to spread our message.
Together with Facebook and the brand team, we mapped digital influencers who had exactly the lifestyle we wanted: people who live the summer in their own "Urban Oases". Representing diversity of genders, bodies, skins and races. We seek to do an action that generates conversation, noise and above all entertainment. A summer hit: Duda Beat. A singer of the new generation of Brazilian artists with a huge connection with young audiences and movements that seek to empower women. Duda was chosen to be the muse of the urban summer, we launched a new version of the hit "Vem Quente, que eu estou fervendo", by Erasmo Carlos through three clips, which heated up in every way: rhythm, colors, costumes and beat . And to disseminate the content, each version ran on the thermometers according to the current temperature at the place where the audience watches the videos, using date and geolocation. The "heated" version appeared in places where the thermometers marked up to 27 degrees, the "hot", between 28 and 33 degrees and the "boiling", above 33 degrees.