BIS - "The Origin of MorumBIS"

David The Agency

David The Agency São Paulo, Brazil

291

Brand: BIS
Country: Brazil

Advertiser: Mondelez International

Title	The Origin of MorumBIS
Agency	David The Agency
Campaign	The Origin of MorumBIS
Advertiser	Mondelez International
Brand	BIS
Date of First Broadcast/Publication	2024 / 3
Business Sector	Chocolate
Philosophy	Recently, BIS, a chocolate brand of Mondelez, announced one of the most significant naming rights contracts for a stadium in Brazil. The famous Morumbi Stadium, which hosts football matches and large concerts, is now called MorumBIS, a play on the brand's name. This deal, which involves millions, was one of the most talked-about by the Brazilian press and even became one of the top trending topics of the moment. The great differentiator of this partnership is precisely the pun that gave the Morumbi Stadium its new name, MorumBIS. Globally, what we see in naming right actions are brands erasing the stadium's original name, the way it has been known for years by fans, and imposing their brands on that history. That's different from what BIS did. Now, it was time to celebrate this successful partnership. That's why the agency DAVID São Paulo, which works with various Mondelez brands, created a campaign full of puns. And, of course, it did not lack humor. The spot, with national covers, explains how BIS came through such a cheeky pun for sponsoring a stadium. The answer is simple: from the Corporate Department of Cheeky Puns—an ensemble of experts with the goal of stuffing BIS into everything. However, finding the perfect pun is no easy task. And our professionals went through many possibilities, says the spot created by DAVID. And continues. Such as buying rental bikes, painting them blue and launching the... BIS-cycles. Opening up a BIS-tro. Sponsoring O-BIS-tetricians. Still, every pun requires the Department's boss approval. Director RoBISon BISmarck. And thus, came to be the... Morum-BIS. This is not only the smallest naming rights deal ever. But also, the largest pun in history, spanning dozens of meters. And we're not even done. In there, we'll have the Referee-BIS. The BIS-ne up. The su-BIS-titution. And even the ticket BIS-calper. Oops, not this one. All of this might seem a bit absurd. But we assure you, it's not. It's an a-BIS-urd.
Media Type	Integrated Media/360 Activation
Length	83 seconds
Global Chief Creative Officer	Pancho Cassis
Globall Chief Operating Officer (COO)	Sylvia Panico
Executive Creative Director	Fabrício Pretto
Executive Creative Director	Rogério Chaves
Executive Creative Director	Marie Julien
Executive Creative Director	Renata Leao
Creative Director	Fabio Natan
Creative Team	Guto Merino
Creative Team	Daniel Trimer
Creative Team	Tiago Embrizi
Creative Team	Rafael Barreiros
Account Management	Tom Gil
Account Management	Cacá Franklin
Account Management	Laís Barbara
Account Management	Amanda Sávia
Planning Team	Carolina Silva
Planning Team	Daniela Altenfelder
Planning Team	Barbara Pires
Social Media Team	Toni Ferreira
Social Media Team	BARBARA Bueno
Social Media Team	Maike Maio
Social Media Team	Marcelo Reis
Social Media Team	Ully Correa
Social Media Team	Angela Andrade
Data Intelligence	Fábio Baldo
Data Intelligence	Ana Veiga
SnackTalks	Thaisa Ribeiro
SnackTalks	Carol Fischer
SnackTalks	Luiza Moraes
SnackTalks	Gustavo Ferreira
SnackTalks	Rhayssa Souza
SnackTalks	Natália Ferrini
Global PR Director	Sandra Azedo
Approval Client	Alvaro Garcia
Approval Client	Fabiola Menezes
Approval Client	Amanda Affonso
Approval Client	Nicole Prudente
Approval Client	Taina Braga
Approval Client	Bianca Lima
Production Company	Hogarth Worldwide
Production Company	Kaus