Brand: LAIVE
Agency: J. Walter Thompson Peru
General Manager: Nestor Ferreyro
Creative VP: Diego Livachoff
Creative Director: Eduardo Meza
Copywriter: Alejandro Gutierrez
Art Director: Ivan Malqui
Planning VP: Paola Tealdo
Account Director: Lorena Garcia
Account Executive : Fiorella Reynoso
Agency producer: Mónica Torres
Agency production assistant: Nicole Simons
Production company: Lungo Films
Director: Javi Altholz
Executive Producer: Claudio Pastorino
Line Producer: Christian Umbert
DoP: Nicolás Trovato
Direction Assistant: Billy Bell-Taylor
2do Direction Assistant: Felipe García Fossa
Art Director: Hiromi Shimabukuro / Eduardo Camino
Sound: SIN ANESTESIA / Claudia Incio
Digital Agency: Sr Burns
Field Producer: Del Mate Producciones
General Producer: Rafael Acuña
Production Supervisor: Scarlet Orrego
Producer: José Luis Maura (Pico)
Advertiser supervisors: Henry Trou, Karina Perez, María Fe Subiría, Diego Dioses
Published: February 2018
Synopsis:
Laive butter and J. Walter Thompson, launch a hunt of “butter fingers” soccer goalkeepers in Peru to select the worst and take them to the World Cup in Russia to learn from the best, in its new TV spot.
This spot is part of an integrated campaign which includes TV, digital and OOH, and draws a breaking point for the brand’s communications, in particular, and for the category, in general.
“The ‘Butter Fingers’ campaign marks a communicational milestone in the brand’s history, choosing a different tone and freeing itself from the classic creativity linked to our breakfast, to take ownership of an unexplored field for a dairy products brand and using a very strong insight amongst futbol soccer fans”, explains Henry Trou, Marketing Manager at Laive.
“This campaign leaves behind common prejudices of dairy products. The creativity leaves the kitchen and the ‘happy product consumption’ format, to get inside a futbol field. We capitalized an insight deeply attached to the soccer culture which is the ‘Butter Fingers’ goalkeeper nickname and aligned it with the brand claim which is ‘Everything gets better with Laive butter’ in a story that uses humor”, adds Diego Livanchoff, Creative VP at J. Walter Thompson Peru.