NIELY GOLD CHOCOLATE

PROBLEM

Success in the years 2000, the line Niely Gold Chocolate returned upon consumers’ request.
But now with an innovation: the chocolate hydration pump.

IDEA

To star in the campaign we wanted someone who had a true relationship with the
brand. That's when we discovered that Anitta, one of the biggest pop singers in
Brazil, was a fan of the brand before she even became a star.

The TV movie shows the various transformations in Anitta's life and highlights the
importance of changing without ever forgetting to hydrate the hair.

In the digital media, we created the Anitta Summer House project that brought
together almost 30 influencers on an exclusive island. The project produced a
video clip parodying the singer's hit "Yes or No". In addition to a web series
where Anitta and other girls had experiences with the products of the new line.

RESULTS

- He doubled the brand's Instagram followers
- Trending Topics
- More than 12 million views on Youtube
- 13 million views on Facebook
- Third place on the Youtube leaderboard in Brazil

MY ROLE

Concept, art direction
and digital lead

CREDITS

Neca Bohrer, Henrique Galvão,
João Santos, Pedro Rosadas, Gustavo Tirre, Bruno Magalhães, Debora Lobo e Carol Avena

AGENCY

Artplan

CLIENT

Niely Cosmetics

© Rafael Jardim 2017