Gatacine: #COME SEAN PENN

Credits & Description:

Advertiser: GATACINE
Agency: AGÊNCIACLICK ISOBAR
Category: Social Media & Viral Marketing
Advertising campaign: #COME SEAN PENN
Account Vice President: André Chueri (AgênciaClick Isobar)
Production: Carolina Florentino (AgênciaClick Isobar)
Media Director: Marcio Jorge (AgênciaClick Isobar)
Copywriter: Eduardo Battiston (AgênciaClick Isobar)
Executive Creative Director: Eduardo Battiston (AgênciaClick Isobar)
Motion Designer: Fabio Del Rio (AgênciaClick Isobar)
Chief Creative Officer: Fred Saldanha (AgênciaClick Isobar)
Copywriter: Fred Saldanha (AgênciaClick Isobar)
Media Director: Guilherme Horácio (AgênciaClick Isobar)
Copywriter: Pedro Anversa (AgênciaClick Isobar)
Motion Designer: Ricardo Melo (AgênciaClick Isobar)
Art Director: Thiago Barbieri (AgênciaClick Isobar)
Media Vice President: Rose Campiani (AgênciaClick Isobar)
Copywriter: Ariel Goldenberg (Gatacine)
Director: Marcelo Galvão (Gatacine)
Copywriter: Nicolás Ferrario (AgênciaClick Isobar)
Production: Priscila Moscovich (AgênciaClick Isobar)
Planning Vice President: Renata Bokel (AgênciaClick Isobar)
Creative Director: Nicolás Ferrario (AgênciaClick Isobar)
Implementation
We discovered that one of the movie main characters – Ariel Goldenberg – had a big dream, to meet the actor that inspired him to become an actor: the Hollywood star Sean Penn. To promote the movie about dreams, we decided to invite Sean Penn to watch the movie premiere with Ariel. For that, we created a video telling Ariel’s dream so people could share in their social networks with the goal of, who knows, maybe even reach Sean Penn.Of course, besides to meet Sean Penn, the audience was going to watch the movie that would be released soon.
Execution
Thanks to the campaign of taking Ariel’s dream to his idol Sean Penn, an underground movie became a real blockbuster. By spreading the actors dream, we transformed our main character – until now unknown from the big audience – in a national celebrity, creating curiosity to wacth the movie.
Client Brief Or Objective
The briefing wasn’t just promoting the premiere of a movie. After all, it was not an ordinary movie: it’s a comedy about dreams, starring 3 actors with Downs syndrome. Although being a big production of a winning director, the prejudice, put the investments and the movie distributors away and our goal was to stop that, to put in the line up of the audience. To get there, we needed to prove that people with Downs syndrome were capable to accomplish much more than other people could imagine. Including the capacity of accomplish their dreams.
Outcome
In a matter of hours, the video was watched more than a million times, with no media investment. And generated a big repercussion in the main communication vehicles of the country: 13.5 hours of television, uncountable magazines articles, newspapers and websites, including the cover of the most important magazine in Brazil. At the premiere, Sean Penn didn’t show up, but thousands of people were there watching the movie. Transforming it in the biggest national premiere of the year. The dream was achieved a few days later: Sean Penn invited Ariel to an unforgettable visit at his home in Los Angeles.