05
Schin
Category
Communication and Social Strategy
Client
Schin
Year
2017–2018
Role
Manager
This story showcases Schin's remarkable resourcefulness. Using its limited resources, Schin contributes more to the culture than the government.
Case
A category distant from the crowd.
São João, Brazil's Northeast's most important festival, holds immense cultural significance. It's so important and popular that people used to say "Happy São João" (inspired by "Happy Christmas"). Some of the region's most essential codes come from São João.
But until then, beer brands only discussed decontextualized São João clichés, using the region's stereotype codes. Brazilian agencies are mainly based in the Southeast (São Paulo), creating a disconnect with the Northeast. It was like an NY agency developing strategies for the Angelenos or a French agency for the British.
A battle of David against Goliath.
The lack of intimacy made the event a big fight for brands that could speak louder. Salience was the name of the game. Investing less than competitors, not only in the campaign but also in the experiential, Schin spoke softly and felt overlooked at its core.
Research
I set up an innovation methodology research with local and relevant insiders to go deeper. If I couldn't be there, I'd be there through the eyes of the party participants.
This new research method gave the project a faster, deeper understanding.
Each invited insider spoke with a member they knew well. Each of these members then spoke with other members they were close to. Their only task was to record and take pictures to send to us.
Thus, we got a rich experience of their São João experience.
Some quotes that inspired the insight:
Tension
Communication task
If Schin couldn't sponsor parties across the region, there was a clear cultural gap in the brand that could play an important role:
He's not only the most influential singer in Northeast Brazil, but he also represents the entire culture of São João. Schin's campaign aimed to honor this cultural icon and revive the lost tradition of São João.
Orchestration through micro tensions.
Usually, a communication strategist's work finishes with defining the problem and message. If the client presentation is great, the baton goes to creatives, and often the tension weakens.
Following the whole creative process is crucial to the strategist's job. That ensures the solutions match the problems and helps create micro-tensions based on the central tension defined in the brief.
We set out to work on the campaign in three main acts, each with its own focus and strategy to engage the audience and revive São João's lost cultural tradition
.
A category distant from the crowd.
São João, Brazil's Northeast's most important festival, holds immense cultural significance. It's so important and popular that people used to say "Happy São João" (inspired by "Happy Christmas"). Some of the region's most essential codes come from São João.
But until then, beer brands only discussed decontextualized São João clichés, using the region's stereotype codes. Brazilian agencies are mainly based in the Southeast (São Paulo), creating a disconnect with the Northeast. It was like an NY agency developing strategies for the Angelenos or a French agency for the British.
A battle of David against Goliath.
The lack of intimacy made the event a big fight for brands that could speak louder. Salience was the name of the game. Investing less than competitors, not only in the campaign but also in the experiential, Schin spoke softly and felt overlooked at its core.
Research
I set up an innovation methodology research with local and relevant insiders to go deeper. If I couldn't be there, I'd be there through the eyes of the party participants.
This new research method gave the project a faster, deeper understanding.
Each invited insider spoke with a member they knew well. Each of these members then spoke with other members they were close to. Their only task was to record and take pictures to send to us.
Thus, we got a rich experience of their São João experience.
Some quotes that inspired the insight:
Tension
Communication task
If Schin couldn't sponsor parties across the region, there was a clear cultural gap in the brand that could play an important role:
He's not only the most influential singer in Northeast Brazil, but he also represents the entire culture of São João. Schin's campaign aimed to honor this cultural icon and revive the lost tradition of São João.
Orchestration through micro tensions.
Usually, a communication strategist's work finishes with defining the problem and message. If the client presentation is great, the baton goes to creatives, and often the tension weakens.
Following the whole creative process is crucial to the strategist's job. That ensures the solutions match the problems and helps create micro-tensions based on the central tension defined in the brief.
We set out to work on the campaign in three main acts, each with its own focus and strategy to engage the audience and revive São João's lost cultural tradition
.
A category distant from the crowd.
São João, Brazil's Northeast's most important festival, holds immense cultural significance. It's so important and popular that people used to say "Happy São João" (inspired by "Happy Christmas"). Some of the region's most essential codes come from São João.
But until then, beer brands only discussed decontextualized São João clichés, using the region's stereotype codes. Brazilian agencies are mainly based in the Southeast (São Paulo), creating a disconnect with the Northeast. It was like an NY agency developing strategies for the Angelenos or a French agency for the British.
A battle of David against Goliath.
The lack of intimacy made the event a big fight for brands that could speak louder. Salience was the name of the game. Investing less than competitors, not only in the campaign but also in the experiential, Schin spoke softly and felt overlooked at its core.
Research
I set up an innovation methodology research with local and relevant insiders to go deeper. If I couldn't be there, I'd be there through the eyes of the party participants.
This new research method gave the project a faster, deeper understanding.
Each invited insider spoke with a member they knew well. Each of these members then spoke with other members they were close to. Their only task was to record and take pictures to send to us.
Thus, we got a rich experience of their São João experience.
Some quotes that inspired the insight:
Tension
Communication task
If Schin couldn't sponsor parties across the region, there was a clear cultural gap in the brand that could play an important role:
He's not only the most influential singer in Northeast Brazil, but he also represents the entire culture of São João. Schin's campaign aimed to honor this cultural icon and revive the lost tradition of São João.
Orchestration through micro tensions.
Usually, a communication strategist's work finishes with defining the problem and message. If the client presentation is great, the baton goes to creatives, and often the tension weakens.
Following the whole creative process is crucial to the strategist's job. That ensures the solutions match the problems and helps create micro-tensions based on the central tension defined in the brief.
We set out to work on the campaign in three main acts, each with its own focus and strategy to engage the audience and revive São João's lost cultural tradition
.
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