Marinela - "Dont forget what's inside is what matters"

Fantástica Bogota, Colombia

2441

This ad is part of the ACT Responsible Collection

Brand: Marinela
Country: Colombia

Advertiser: Grupo Bimbo

Title	Dont forget what's inside is what matters
Agency	Fantástica
Campaign	Dont forget what's inside is what matters
Advertiser	Grupo Bimbo
Brand	Marinela
Date of First Broadcast/Publication	2021 / 4
Business Sector	Biscuits, Bread, Crispbread
Philosophy	As part of the brand repositioning process, the Colombian agency Fantástica developed for Pingüinos Marinela "Lo importante es lo de adentro", a platform that seeks for the kids to understand that despite what happens and what they live on social networks, they can’t forget that the best thing they have is inside them. According to the study conducted by Fantástica and the brand, 7 out of 10 guys are not at happy with who they are and how they look, 1 out of 3 have two or more social media profiles (one for their parents and relatives and one to interact with the rest of the world where they use retouched photos, filters and even fake photos) and, that Cyber Bullying is the main cause of depression and insecurity in them, growing disproportionately, especially since the arrival of Tik Tok. These and some data made us rethink the role the brand played in the lives of these kids. "Bimbo Penguins is a chocolate pony filled with cream whose purpose was always to end the bitterness. But, as a result of our research, we realized that we cannot talk about ending the bitterness, if we ignore what the children feel: "They are not happy with who they are," Gómez added. For this reason, from Fantástica they created films with children who had suffered from Bullying and in a country full of stereotypes like Colombia, they would never be in a television commercial. Then they moved those movies to TikTok along with a song that invites them to show what they were, without filters, or tweaks. In addition, together with one of the most important designers in the country, they created a collection of clothes out of all the canons of fashion, thought and designed for the boys to highlight what they were, without fear of harassment or discrimination. Finally, they also developed filters that remove filters, Spotify lists and social media messages that challenge the discrimination that algorithms generate. What matters is inside you is the transformation claim of a brand that wants the kids to understand that, just like with a Marinela Penguin, the best is always inside.
Media Type	Case Study
Length	79 seconds
Market	Argentina
Founder & CEO	Daniel Osorio Gallego
Founder & CCO	Daniel Bérmudez
Creative Vice President	Alejandro Gomez
General Account Director	Adriana Alba
Creative Director	Mauricio Sabogal
Creative Director	Andres Diaz
Creative Director	Alejandro Camelo
Account Executive	Claudia Cubillos
Copywriter	Laura Aceldas
Art Director	Nicolas Ruíz
Art Director	Andrés Martinez
Digital Director	Mauricio Alvarez
Digital Manager	Camila Orduz
Community Manager	Gianni Fachin
Advertising Manager	Tatiana Esguerra Rezk
Advertising Manager	Juan David Gavilanes
Production Company	Rebolución
Production Company	Macarena
Director	Nicolás Nubile
Producer	Diego Ossa
Sound Production	Sónica
Sound Designer	Camilo Montilla