TNT energy drink: Real Content, 5

Credits & Description:

Title: Real Content
Agency: Y&R Brasil
Client: Grupo Petropolis/ TNT Energy Drink
Head of Digital and Innovation: Pedro Gravena
Creative Direction: Celso Alfieri
Creation: Daniel Groove and Bernardo Tavares
Social Media: Bruno Donadio
Project Management: Thais Gordon and Henrique Salvadori
Curatorship: Y&R and IDEAFIXA
Planning: Paulo Vita, Filipe Leonardos and Gabriel Cardoso
Account: Marcello Penna, Luiz Villano, Ana Luiza Leite, Isabella Dell’Antonia and Camila Takahara
Media: Gustavo Gaion, Gláucia Montanha, Patrícia Russo, Alexandre Viegas, Laís Pamboukian, Danilo Santos and Ricardo Silvestre
Client: Giulia Faria, Eliana Cassandre, Bruno Marchetto and Marcelo Shimbara
Urban art has always been used to express attitudes and defiance. That's the motto of the Real Content project, an unprecedented project created by Y&R Brazil to produce social media content for the TNT Energy Drink. The initiative will gift São Paulo with urban interventions created by around 20 artists who are renowned both in Brazil and abroad. Faced with the challenge of strengthening the brand's new positioning, #PodeVir (Bring It On), the advertising agency used an unprecedented social media content creation process in Brazil to highlight TNT's attitude, turning it into a tool of defiance. Instead of creating texts and images on a computer, the Real Content project will feature 22 works of art. Each week, there will be an artistic intervention in the city, specially produced to integrate the content of the digital platforms of the energy drink. The agency, in partnership with the guest artists, created all of the themes with the goals of making people reflect and of connecting them to urban spaces.
About #BringItOn
The concept "Bring It On" was adopted by TNT Energy Drink at the beginning of 2016 and was introduced in the ad "Duels," aired on both broadcast and pay TV. The video features the key moments of the stressful battles young people face every day, such as speaking in front of a large crowd, facing a blank screen, pulling off a skateboarding trick or even solving a difficult mathematical equation. The mood of the scenes and the soundtrack are reminiscent of the duels seen in classic Western movies. At the end of the video, the "Bring It On" signature appears. TNT Energy Drink." The video was followed by the "Current of Resistance " campaign, aimed at the brand's young audience.