Pereira & O’Dell worked with The Lift on a hoax campaign for Coca-Cola Mexico owned bottled water brand Ciel, to create anticipation over a fake movie starring Karla Souza titled “An Evil Thirst”.
A Teaser Trailer was released on March 22 along with the launch of a fake movie site, which contained the teaser trailer and the movie posters.
The ads were placed online and through social media including Ciel’s Facebook and Twitter channel’s as well as Souza’s Twitter feed to announce the release of the film on Friday, April 7. Posters were also displayed in cinemas.
A keen eye would have already noticed the language on the teaser trailer and posters eluding to the fact that this is a completely fake movie from Ciel.
On April 7, the agency played in-cinemas, and online, the full :60 which shows you a behind-the-scenes compilation where the film director tells Souza that this is the most expensive scene of the film and she must only deliver the line “Everybody Out”, but when the big moment comes she can’t remember her line because her mind is dehydrated.
The campaign culminated with a disclaimer stating that “this was never a real film. But if you have a “score to settle” it is important to keep your mind sharp by staying hydrated. The campaign “Connecta Mente y Cuerpo” (connect your mind and body) from Ciel is a humorous dramatization that our brains depend on proper hydration to function optimally.”
Ciel is a major brand of bottled water from The Coca-Cola Company which is bottled and sold in Mexico, Morocco and Angola.
“Karla reinforces the key message of Ciel by using humour. We all need to hydrate and have a balance between what our body and mind needs to achieve,” said Alejandro Melcón, Marketing Manager of Coca-Cola.
Credits:
Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Executive Creative Director: Rob Lambrechts
Creative Director: Estefanio Holtz
Art Director: DJ Murphy
Senior Copy Writer: Andre Bittar
Copywriter: Jonathan Carl
Senior Copywriter: Marcos Almirante
Chief Strategy Officer: Matt Herrmann
VP Production: Jeff Ferro
Senior Film Producer: Anastacia Maggionacalda
Managing Director: Henry Arlander
Management Supervisor: Maura Mattoon
Account Executive: Rachel Majors
Associate Director, Project Manager: Lindsey Anderson
Agency marketing, PR: Molly Parsley
Business Affairs Director: Russ Nadler
Business Affairs Coordinator: Christina Hadly
Production Company: THE LIFT
Director: Los Pérez
Starring: Karla Souza
Chairman: Avelino Rodríguez
Executive Producer: Rodrigo Mendoza
CCO: Jose Barrera
Producer: Magali Sagarra
Prod. Manager: Natalia Casanova
Production Coord: Patricia Zavala
1st AD: Paco Llaca
2nd AD: Porro Toledo
3rd AD: Barbarita
DP: Dani Jacobs
Production Design: Fer Guerrero
Stylist: Paola Alfaro
Make Up: Maripili Senderos
Special Fxs: Alex Vazquez
Stunt: Pablo Vinós
Editor: Juan Fontana
Sound Mixer: Fernando Cámara
Grading: Adrián Pérez
Sound Desing and Music Score: Ivan Llopis & Banjo Music
Post Coordinator: Effects Films
Post House: La Huella
Print:
Photographer: Ana Hop
Executive Producer: Daniel Ochoterena
Producer: Pedro Dominguez
Stylist: Martin Michealis
Source: Pereira & O’Dell
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