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Cristal Bittencourt


Digital Media Specialist | Blogger

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Brazilian campaign brings attention to drunk driven consequences

February 1, 2019 | Keeper File

When advertising an important cause like the consequences of drunk driven, it’s essential to try to reach people with a campaign that is both engaging and efficient. In this Brazilian ad, the creative concept or the “big idea” behind the campaign is all about the money. If people don’t care about the effects that drink […]

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The importance of media planning software tools

January 28, 2019 | Keeper File

User-friendly softwares that provide data about the target are an essential part of the media buying process. 1. comScore It’s one of the most famous softwares and, although you can’t use it to actually create a media plan, comScore has a lot of features that helps the media planners and buyers to create the perfect […]

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The Triangle of Power in the Media Buying Process

January 18, 2019 | Keeper File

In the media buying process, there are three main elements that constitute the Triangle of Power: In a way, everything starts with the brand advertiser. Without a brand’s need to advertise, there would be no media buying and selling process. When a brand hires an agency with the intent to advertise its products or services, different new […]

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The Handmaid’s Tale and its alert to women everywhere

December 19, 2018 | Pop Culture

The Handmaid’s Tale is a 1985 novel written by Margaret Atwood set in a near dystopian future, where women have lost all their rights and most of them are now infertile. It approaches important topics such as feminism, human rights, equality and how far mankind could actually go to guarantee its own survival, even if […]

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Heineken: The Cliché

November 20, 2018 | Advertising

In 2016, Publicis launched a campaign for Heineken in Brazil called The Cliché. In the ad, we see three couples having dinner while the men receive a message saying that they are invited to a Heineken’s party that will be transmitting the Champions League Final. But first, they need to convince their girlfriends to go […]

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Alexa Loses Her Voice and finds many celebrities to help

| Advertising

When advertisers want to associate their products with aspirational reference groups, they usually resort to celebrity advertising. And that’s what Amazon did for this year’s Super Bowl ad for one of its main products: Alexa. In the 90 second ad, we see Amazon’s personal assistant suddenly losing her voice. The happening quickly becomes news and the Amazon’s […]

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What does “oxente” means?

November 19, 2018 | Blog

“Oxente” is a Brazilian expression. Have you heard of it before? Originated on the state of Bahia, “oxente” or “oxe”, for short, is part of the baianês (Bahia slang). But what is the meaning of this expression? “Oxente” suggests surprise, astonishment. In English, it would mean something similar to “what”, used in many different circumstances. The correct […]

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Tim Hortons and the Accommodation theory

November 17, 2018 | Advertising

Should a brand create an ad focusing on different cultures? If they can do it in a sensitive and respectful way as Tim Horton does on this ad, then surely yes. When Tim Hortons creates ads that are focusing on other cultures rather than the Canadian one, the company is attesting its understanding of how consumer’s behavior […]

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PC and its focus on Values and Lifestyle

November 15, 2018 | Advertising

When a big brand like President’s Choice, well know by its products good quality and cheap prize, creates a campaign like #EatTogether shifting away from product-focused advertising, we can be sure on what they are trying to focus: values and lifestyle, also know as VALS. This technique is used for psychographic market segmentation and is […]

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Mc Donald’s and the 5Ps of Marketing

November 10, 2018 | Advertising

A company like Mc Donald’s always has a lot on its plate, – no pun intended.  Sometimes it’s a new sandwich that they have to have to advertise, a new combo or even a whole new menu, as they did some years ago with the McCafe menu. But one thing is for sure, they always […]

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Coca-Cola: This coke is a Fanta

November 3, 2018 | Advertising

When we try to understand the success of some campaigns, it is important to think about the Maslow’s Hierarchy of Needs and its segments: self-fulfillment, psychological and basic needs. In 2017, DAVID the agency, from WPP Group, the largest agency group in the world, created This coke is a Fanta, a campaign to subvert discrimination that would go […]

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The importance of understanding the target

October 31, 2018 | Advertising

For a campaign to be successful, one of the most important steps is to find and understand the target.  Once you have figured out the right one, the path to the Buying-Decision Process maybe smoother. But if you have a campaign that is going to be seen in many places of the world, what would you do? […]

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