Repositioning campaigns have an interesting mission: making clear to people what a brand has become. Leve Saúde is a health plan with an overwhelmingly successful track record, going the opposite way of most players in its market.
Born as a plan focused on older people, Leve’s offer is so complete, modern and affordable that they noticed growing interest from younger people. So they invited a few agencies to pitch and chose Brendinha to get the job done.
Our strategy was built on three pillars: rejuvenating the communication to also reach the 35+ profile, generating awareness, and conveying modernity and affordability. So we reinforced the brand’s assets, defined the visual and verbal traits for awareness, and proposed a campaign element (the balloon) that plays on the company’s name (“leve” means “light” in Portuguese) and appears in every ad and in several actions with external and internal audiences through the end of the year.
Pardon the pun, but working with a crew like this is not only light, it’s incredibly exciting.
Credits
Approval: Ulisses Silva, Lineu Neto, Marcelo Derossi
Creative: Brenda
Creative direction: Bernardo Barbosa and Raphael Pinteiro
Project management: Duda Bione
Art direction: Bernardo Barbosa
Planning: Raphael Pinteiro
Copywriting: Raphael Pinteiro
Film: LSL Films
Director: Renato Cabral
Co-director: Leo Kawabe
Director of photography: Leo Kawabe
Executive production: Leo Kawabe
Script treatment: Renato Cabral
Editing: Renato Cabral
1st AD: Beta Maia
2nd AD: Bia Leite
Casting producer: Gab Guimarães
Production manager: Felipe Rayol
Production coordinator: Fernanda Franco
Set coordinator: Elson Ramos
Location producer: Claudio Souza
1st camera assistant: Tiago Caetano
DIT: Alle Bueno
Movi operator: Gui Costa
Drone: Peixe Voador
Still photographer: Alexandre Salgado
Photography assistant: Rogerio Muxfeldt
Making-of: Nic Pereira
Gaffer: Rondinelli
Grip: Vitão
Art direction (set): Branca Cantu and Ludmilla Lucena
Costume designer: Domingos Alcântara
Makeup: Manu Monteiro
Post-production: Tribbo VFX
Audio production: Audiola
Media management and strategy: Daxx OmniMedia
Account director: Márcia Crepani