FYS - "FYS. 50% less sugar and less marketing"

AlmapBBDO

AlmapBBDO São Paulo, Brazil

Awards

1570

Brand: FYS
Country: Brazil

Advertiser: Heineken

Title	FYS. 50% less sugar and less marketing
Title (original language)	Menos Marketing
Agency	AlmapBBDO
Campaign	FYS. 50% less sugar and less marketing
Advertiser	Heineken
Brand	FYS
Posted	October 2022
Business Sector	Soft Drinks, Tonics
Philosophy	Creativity and humor, trademarks of the FYS soft drink , by the HEINEKEN Group, are being printed on billboards located in unusual places in Brazil. While the competition is always looking for the best locations in terms of visibility and movement to place its billboards, FYS continues to play with the category's advertising - which relies on marketing excesses - and strategically selected locations considered low impact. The pieces, developed by AlmapBBDO , bring unique and customized messages according to the difficulty presented in the place. The chosen spots range from billboards behind poles, covered by trees to places with rare circulation. The initiative is part of the actions of the “ 50% less sugar and less marketing ” campaign that have taken place since the relaunch of FYS. In addition to billboards, the brand is betting on a film with the most well-known buzzwords in the advertising universe, launching a playlist on Spotify with a modern reinterpretation of public domain songs and actions on social networks with nonfluencers and collaborators.
Media Type	Digital
Length	75 seconds
Chief Creative Officer	Luiz Sanches
Chief Creative Officer	Pernil
Creative Director	Fernando Duarte
Creative Director	Henrique Del Lama
Creative Team	Erick Willmer
Creative Team	Gabriel Carletti
Creative Team	Giba Mendes
Creative Team	Hélio Maffia
Creative Team	Matheus Loretti
Creative Team	Mauro Maedo
Services	Christiano Bock
Services	Mariana Nanes
Services	Nicole Ferrari
Services	Miquéias Ramos
Planning Team	Sérgio Katz
Planning Team	Rafael de Andrade
Planning Team	Larissa Simões
Planning Team	Juliana Pupo
Media Team	Luana Gallizzi
Media Team	Fernanda Bolzan
Media Team	Angelo Dell'Arciprete Ferronato
Media Team	Felipe Benevides
Media Team	Manuela Rodrigues
Media Team	Camila Machado
Media Team	Ana Paula
Media Team	Natallia Bezerra
Live Marketing (Service )	Amanda Vieira dos Santos
Live Marketing (Service )	Miriam Tomoko
Live Marketing (Production)	Christiane Gonçalves Estrella
Approval Client	Bruno Piccirello
Approval Client	Giovanna Abreu
Approval Client	Luiza Guimarães
Approval Client	Rebeca Damas Nogueira Silva
Approval Client	Williane Vieira da Silva
Approval Client	Juliana Magalhães
Approval Client	Eduardo Picarelli
Approval Client	Carina Hermida
Approval Client	Nabil Nasser