Redin Xoulders
PROCTER & GAMBLE
Joel Santana is one of the most famous soccer coaches in Brazil. During the World Cup 2010, when he was the head coach of South Africa’s national team, he gave a post game interview and the world found out his “talent” for speaking english. Joel trying to be fluent in english and the funny subtitles translations went viral on Youtube with millions of views.
Head & Shoulders , the global dandruff shampoo brand, had recently been launched in Brazil. A post launching research highlighted one single issue that was keeping the shampoo’s sales from taking off. It was quite difficult for most Brazilians to pronounce the product’s name. For this reason, Joel Santana was invited for the campaign. His absurd english when talking about the shampoo was so funny for the target that Head & Shoulders hit the top of sales in the market. And the launching video became the 8th most shared video in the world in August 2013 (Mashable Global Top 20 Ads Chart)
film
A music video starring coach Joel Santana as a rapper was also made to help Brazilians to pronounce and remember the product’s name. This music video became the 3rd most shared video in the world in the following 24 hours of the launching.
Music video
ROLE: Creative / Creative Director
RECOGNITIONS:
Most viewed advertising video on Youtube in Brazil in 2013 - launch video
8th most shared ad video in the world in August 2013 - launch video
3rd most shared ad video in the world in 24h - music video