Powers of Imagination

How do you tie Itubaína with the Justice League, and use the strength of the asset beyond the geek audience or movie fans? By using the understanding that everyone dreamed of being a superhero as a child.

The three-month omnichannel campaign included product launch, films and content for digital media, a BTL activation, a partnership with Omelete channel and coverage of CCXP.

We empowered our fans to ignite their imaginations + bring their superhero dreams to life via several activations, ranging from inspiring illustrated limited edition cans, a prize-winning contest for CCXP, the best "heroic feat" of a fan, posing next to the Bat Signal and remembering that even in everyday moments where they may “fall,” everyone of us has a hero inside of us.

55M
55M
Views, including 20.4 million in the trailer film. The most watched in the brand's history!
38M
38M
People impacted, with 96% coverage. The biggest ever hit by the brand!
30M+
30M+
Views in the mini videos, with a Full CPV of R$0,10. The best in the brand's history!
28%
28%
Ad Recall on Facebook, according to BrandLift. 3x above average for the platform!
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