Tiger vs. Tiger
[Tigre]
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Thousands of profiles associated with a game of chance have flooded Brazilians' Instagram profiles. The game in question is Fortune Tiger, popularly known as Jogo do Tigrinho. The inconvenience was so great that several tutorials emerged to avoid the situation, accumulating millions of views on all platforms.
The hiding of the word "Tigre" and similar terms negatively affects the reach of our communication, well, because our brand is called: Tigre. To solve this we made a "recall" style video explaining what is going on, in which we silence every time the word “Tigre” appears so as not to be blocked.
[At]: Energy BBDO [My Role]: Creative, Art Director and Designer [With]: Henrique Castilho, Patrícia Macedo, Isabela Priante, Felipe Sorani, Romero Cavalcanti and Alexandre 'Rato' Pagano [Film Edition]: Ícaro Reis
[Case Study]
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[Board]
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[Film] [script below]
ATTENTION.
_____ informs: Due to the constant appearances of the “tigrinhos” on Instagram annoying everyone, many people are blocking words related to _____ on their apps.
That’s why we, at _____, are doing our best to avoid saying our own name. Which is _____.
And we’re replacing it with a _____ sound.
_____ emphasizes that we care about our customers and have absolutely nothing to do with that so-called tigrinho.
So please, don’t mute _____. Otherwise, you might miss out on all the quality, innovation, and irreverence that only a company like _____ can deliver.
It’s been over 80 years building a solid, trustworthy relationship between _____ and you. So go ahead and block all the tigrinhos, but don’t silence the word _____.
We, at _____ Materials and Solutions for Construction Ltd., thank you for your understanding.
All good, all _____.
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