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FilmBrazil’s FILM[ME]BRAZIL Campaign – Highlight of the Cannes Lions International Festival of Creativity 2016
- Wednesday, Jun. 29, 2016
São Paulo, Brazil
FilmBrazil, the international division of the Brazilian Association of Production Companies (APRO), in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) – returned to the Cannes Lions International Festival of Creativity 2016 with an exciting, new campaign: FILM[ME]BRAZIL.
Conceived by creatives at F/Nazca Saatchi & Saatchi, the campaign brought together the top Brazilian Directors at Cannes this year to create a series of videos about the festival, which were shared on social media via Instagram (@filmbrazil) and on the FilmBrazil website www.filmbrazil.com.
Directors who were part of the FILM[ME]BRAZIL project this year included: Academia de Filmes’ Andre Vidigal, Fernanda Weinfeld and Boca Ceravolo; Bossa Nova’s Alexandre Lucas and Lívia Gama; Conspiração Filmes’ Henrique Manzoli; Consulado’s André Fiorini and Tomas Gurgel; Delicatessen’s Gustavo Leme; Mixer’s Paulo Diehl; Santa Trasmedia’s Gustavo Gripe; Spray FIlmes’ Fernando Sanches; Trator Filmes’ Will MAzzola; and Your Mama’s Ale Cassulinoat.
“We were thrilled to showcase the incredibly diverse creative talents that Brazilian Directors have to offer the international advertising community through the FILM[ME]BRAZIL campaign,” comments Marianna Souza, Executive Manager of FilmBrazil. “We were so excited to see the high-caliber of advertising creatives embrace our campaign and create these very fun and unique videos for everyone to enjoy.”
International participants in the FILM[ME]BRAZIL campaign this year included: Philip Thomas (CEO of Cannes Lions Festivals), Joe Alexander (CCO The Martin Agency USA), Diane Jackson (Chief Production Officer, DDB Chicago), Mark Peters (Creative Director at TBWA/CHIATDAY LA), Chacho Puebla (CCO Lola Madrid), Rafael Rizuto & Eduardo Marques (ECDs 180LA), Raymond Chin (ECD Sapient Nitro Shanghai), Jeff Ferro (VP of Production Pereira & O'Dell), Veronica Beach (Head of Global Production, David Miami), Rodrigo Burdman & João Coutinho (ACD and GCD at Grey NY), Thiago Carvalho e Bruno Oppido (CD DDB New York), Claudio Lima (CCO Ogilvy Brazil) and Beto Cocito (ECD DDB Argentina ).
“I had a blast,” says Fabio Seidl, Group Creative Director, 360i/NY. “The Film[Me]Brazil project opened a new window of entertainment during Cannes. It brought fun, craft and an unexpected content for the Festival. A great way to show how great Brazilian directors and production companies are -- even with a tight deadline that they had to create and produce everything, not to mention how they can bring out the best even from the worst actor of the world: myself. Great job, Apex, Film Brazil, F/Nazca and thanks specially to Mari Souza, Murilo Melo, Delicatessen and Gustavo Leme.”
“My participation with the film project was fun and easy,” adds Veronica Beach, Head of Global Production for David/Miami. “I’m very pleased with the outcome of the film. All of my friends and colleagues thought it was amazing and funny and fun to watch.”
“Making that video was really one of the most fun and entertaining experiences we had this year at Cannes. FilmBrazil is always finding new ways to engage with professionals and agencies,” concludes ECDs Rafael Rizuto and Eduardo Marques of 180LA.
For the FILM[ME]BRAZIL campaign, the FimBrazil team provided assistance throughout the week for the production of the videos, including providing all the resources needed such as cameras, DPs, Producers, an editing base, etc. in order to help the Directors accomplish their "mission." Positioned as a “competition” among the Directors, the FilmBrazil team promoted the videos via social media throughout the week, encouraging festival attendees to “share” on their own social media platforms.
Agency: F/Nazca Saatchi & Saatchi
Chief Creative Director: Fabio Fernandes
Creative Directors: Pedro Prado, Rodrigo Castellari
Creatives: Murilo Melo. Rafael Freire
Account Managers: Saulo Sanchez, Marco Piza, Gabriela Marques
Media: Edison Tamashiro, Gabriela Nucci
Strategy: Douglas Nogueira
Graphics Producers: Jomar Farias, Leandro Ferreira
Art Buyer: Edna Bombini
Photographer: Lucio Cunha
FilmBrazil also returned to the Cannes Lions Festival 2016 with its annual sponsorship of the “Film Craft” awards category and the FilmBrazil Banner at the entrance of the Palais De Festivals. FilmBrazil also hosted a very successful networking event at Carlton’s Beach on the Tuesday evening of the week-long festival. Notable members of FilmBrazil served as Cannes Jurors this year: Mateus de Paula Santos, Creative Director/Founder of Lobo; and Tadeu Jungle, Director and Partner in Academia de Filmes.
The FilmBrazil 2016 events have included: the “Brazilian Directors Showcase” in Los Angeles in February -- and the premiere of the feature film “Jules and Dolores,” from Prodigo Films; the O2 Films Panel: “Immersive Content: The Future of Storytelling”; and Brazil Night, all at the SXSW Interactive Festival in Austin, Texas, in March. These events and the FilmBrazil initiatives at the Cannes Lions Festival 2016 are particularly timely as we move towards the 2016 Summer Olympics, hosted in Rio de Janeiro, Brazil, this summer.
Founded in 2003, FilmBrazil is a project whose ultimate goal is to strengthen the country’s overall position as a global advertising production hub. APRO in partnership with Apex-Brasil are at the helm of the project, which features over 50 companies that excel in music, production, direction, post-production, animation and infrastructure, collectively producing 80% of Brazil’s advertising content. Brazil is the 6th largest advertising market in the world. In 2014, media investments in Brazil turned over about USD $10 billion. After 60 years, the country won a Grand Prix at Cannes in the Film category for “Leica 100 Years.” Recently, the Gunn Report revealed the project was the 2nd most awarded film of all time. 2015 also proved to be the best year yet for Brazil in the Film Craft category, with the country bringing home a total of nine Lions. At Ciclope Festival, Brazil’s participation was nothing short of massive, with national representatives heading the list of the Latin American standing. For more on FilmBrazil, check out: www.filmbrazil.com
The Brazilian Trade and Investment Promotion Agency’s (Apex-Brasil) mission is to promote export of Brazilian products and services, contributing to the internationalization of the country’s companies, reinforcing the national image abroad and attracting foreign investment.