Playboy: COCOA

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: EDITORA ABRIL

Product/Service: PLAYBOY MAGAZINE

Agency: NEOGAMA/BBH

Date of First Appearance: Apr 2 2010 12:00AM

Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL

Executive Creative Director: Alexandre Gama (Neogama BBH)

Creative Director: Márcio Ribas (Neogama BBH)

Creative Director: Wilson Mateos (Neogama BBH)

Art Director: Daniel Leitão (Neogama BBH)

Copywriter: Marcus Meireles (Neogama BBH)

Account Director: Luis Tosi (Neogama BBH)

Account Supervisor: Diego Passos (Neogama BBH)

Producer Director: Kiyoshi Talahashi (Neogama BBH)

Producer Assistant: Gloria Gross (Neogama BBH)

Producer Manager: Daniel Terlizzi (Neogama BBH)

Artwork: João Paulo Leitão (Neogama BBH)

Head of Planning: Eduardo Lorenzi (Neogama BBH)

Media placement: Promocional Action - Streets,bookstores, Newsstand - 02/04/2010



Results and Effectiveness

At a very low cost, the action had an impact on potential consumers at some of the most
important POPs of Latin America's largest city, generating spontaneous media and buzz
among consumers through cellphones and the Internet.



Creative Execution

We created a distinct promotional action in which free gifts were distributed. The gifts looked
like chocolates, but they were actually mini Playboys.



Insights, Strategy & the Idea

To advertise Playboy during Easter.The action attracted consumers and drew a connection between the magazine and Easter (as the April edition cover girl is nicknamed Cacau - Portuguese for cocoa).