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Agency: Leo Burnett Brazil

Client: Trident

CCO: Marcelo Reis

VP Creative: Vinicius Stanzione

Creative Directors: Alessandra Sadock, Ligia Mendes

Copywriter: Bruno Kuninari

Art Director: Vitor Prado

Digital Creation: Leandro Shimizu

Account Team: Letícia Meira, Guilherme Nogueira, Fernanda Amadio, Debora Sartorio, Allan Carneiro

Media Team: Heloisa Goldman, Renata Caovilla, Sheila Uyeda, Gabrielle Alvarenga, Fernanda Pelizon, Tais Ferreira, Guilherme Pedrosa, Henrique Lima, Vitoria Coelho

Planning Team: Marie Alonso, Joana Dambros, Matheus Brasileiro, Marcela Meneghel

Client Approval: Alvaro Garcia Junior, Anna Carolina Martins Teixeira, Isabela Elias, Rose Lima, Laryssa Queiroz, Gabriela Lima

Global Production Partner: Media Monks

TRIDENT CARNIVAL


With a catchy song, a popstar, and a targeted content strategy, the campaign achieved the highest number of engagements ever recorded for the brand.
AGENCY:
Leo Burnett Brazil
CREATIVE DIRECTORS:
Alessandra Sadock, Ligia Mendes, Vinicius Stanzione
CREATIVE TEAM:
Bruno Kuni, Vitor Prado+

Unlock Your Mouth


In Brazilian Carnival, people customize their clothes, change their hair, and wear costumes. But what about the mouth? It sings, kisses, screams, smiles, and much more. Trident, as a chewing gum brand, believes it is the party's highlight. This led to the concept "Unlock your mouth at Carnival.

Ludmilla and "The Evil Mouth"


We established unique personalities for different mouths: shiny, trendy, rocky, carnivalesque, rebel and more. The media strategy targeted clustered interests like music festivals, TikTok trends and games. Also, influencers and celebrities named their own mouths, like Ludmilla's 'evil mouth.


The Master of Mouth Beats


In a collaboration with Fernandinho Beatbox—an expert in mouth sounds—Ludmilla recorded the song 'Unlock Your Mouth,' written by us (which was quite flattering, I won't deny).

Remix? Nope, MTG.


After two years in a row, "Unlock Your Mouth" returned in 2025 for its third round, now with a remix—I mean, an MTG. Ludmilla and DJ Topo released a new version of the song, premiering exclusively on Billboard Brazil. Is this the last version, or will there be a replay? We'll see.