Agency: DM9DDB
Client: McDonald’s
Campaign: Refil
Alternative title: Todo Mundo Ama Refil (Everybody Loves Refills)
Co-president/CEO: Marcio Oliveira
Co-president/CCO: Paulo Coelho
Creative VP: Adriano Alarcon
Creative Director: Adriano Alarcon
Creation: Marcos Alves and Markão Serra
Head of Content: Mariana Manso
Content Coordination: Rodrigo Cerutti and Pedro Baptista
Community Manager: Sabrina Bernardini
Social Media Manager: Thais Vieira, Yanni Sabongi and Giulia Pallone
Content Creation: Caio Moura, Luti Nobre, Rafael Britzki, Nereu Jacob, Ana Carvalho and Martina Martinez.
PR Digital: Gabriela Breitenbach and Debora Bohlsen Camerini
Customer Service: Rafa Carmineti, Anita Souza, Andressa Bianco and Amanda Rollemberg
RTV: Pedro Bueno, Patricia Benetti, Aline Fernandes and Amanda Arcaro
Media: Vicente Varela, Ana Paula Sanchez, Eduardo Couto, Polimarcos Macedo, Ana Claudia Magalhães, Thais Lima, Heitor Pacheco Gomes, Vitor Melo Custodio and Nacima Omar Chahin
Planning: Andrea de Sá, Filipe Botton
B.I: Tiago Reis
Client Approval: Roberto Gynpek, João Branco, Gabriel Ferrari, Lariane Duarte
Production Company: Bizzu Conteúdo
Scene Director: Rafael Nani
Production Director: Marcel Yokoda
Executive Director: Guilherme Ghilardi
Photography Director: Manikandan Mathivanan
Art Director /Costume Designer: Carolina Inoue
1st Camera Assistant: Marvin Akanyi
Still Photography: Marcel Yokoda
L.A. Producer: Daniela Shaw
Brazil Producer: Leticia Caccace
Sound Technician: Daniel Hernandez
Makeup: Flavia Vieira
Post-Production Director: Frederico Martínez
Editors: Bruno Nunes/ Luis Chagas
Motion Designers: Italo Ferreira/ Rafael Matheus
Colorist: Rafael Matheus
Sound Producer: Jamute
Soundtrack Creation: James Pinto and Eliezer Borges
Customer Service: Sabrina Geraissate
Dubbing: Philipe Maia
Published: April 2018
Synopsis:
Almost ten years after the end of "Everybody Hates Chris," Tyler James Williams receives daily on his social media profiles loads of comments from Brazilian fans alluding to the many episodes that became a hit in the South American nation. Any post by the actor prompts thousands of answers with unforgettable sentences said by the show’s characters. With that in mind, McDonald’s did not think twice before inviting the American actor to interact with Brazilian audiences through the #TodoMundoAmaRefil campaign (#EveryoneLovesRefills), showing that repetitions can be even better.
In partnership with DM9DDB, the brand created a series with the actor to promote the new soda refill, offered in major McDonald's locations in Brazil since April 9. The action received a warm welcome by Tyler’s (Chris’s?) followers and has registered about 356,000 views, almost 100,000 likes and 18,000+ comments.
“Riding on memes or themes that are hot on the internet is a sure way to insert companies into conversations in digital media. What we are now doing with Tyler/Chris has a more proprietary approach, bringing the essence of the repetition of comments to the repetition of drinks with the new McDonald's Refill," said Paulo Coelho, co-president and CCO of DM9DDB. "We entered the playful game on the actor’s social media profiles naturally and the audience joined in, even though it was clearly an advertising piece. This is smart digital communication,” he added.
#TodoMundoAmaRefil