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Agency: Leo Burnett Brazil

Client: Trident

CCO: Marcelo Reis

VP Creative: Vinicius Stanzione

Creative Directors: Alessandra Sadock, Bruno Godinho

Copywriter: Bruno Kuninari

Art Director: Vitor Prado

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 THE TOWN


To sponsor one of the biggest music festivals in Brazil for the first time, Trident decided to go bold. With an integrated campaign, the brand guaranteed the top #1 share of voice at The Town and an Effie Awards Latam.
AGENCY:
Leo Burnett Brazil
CREATIVE DIRECTORS:
Alessandra Sadock, Bruno Godinho, Vinicius Stanzione
CREATIVE TEAM:
Bruno Kuni, Vitor Prado+

Iza feat. street musicians. By surprise.


We needed to make some noise in town. After all, it’s a music festival called The Town. So, Trident brought Iza—a major singer in Brazil—to jam with street musicians. And they were completely taken by surprise. The crowd engaged with the brand and the festival even before it officially began.


Packaging was not our job. But it was.


We had a proactive idea to connect it with the entire campaign. Trident and Mondelez embraced it. And for the first time, Trident's packaging was completely designed by the agency, not by a product design studio. Pretty cool, right? We launched 5 new packs, celebrating 5 iconic spots in São Paulo, where The Town takes place.

One film, four characters. And a bear.


Trident aimed to engage different audiences with targeted media. We streamlined production by using a single film structure, only changing the main character's product scene. The goal? To connect with games, trends, pop culture, and, of course, music. The bear is a bonus that later took on a bigger role (see more below).

A true bear experience. I mean, brand experience.


Featuring more than 60 influencers and producing around 130 pieces of content across all platforms, Trident truly joined the conversation. "Brand Experience" might be a cliché, but there's no better word to describe it. It was indeed an experience. And the bear became such a hit at the festival that other sponsor brands wanted to collab: Sephora, Club Social and Volkswagen.

And the Effie Latam goes to...


Trident and Mondelez entered the Effie Awards Latam with this campaign, and fortunately, they/we won. The brand also achieved the #1 spot in share of voice among The Town supporting brands and had 3 videos among the most viewed on TikTok during the event. After a few years without sponsoring music festivals, we can definitely say it was a grand return to the stage.