Contagious Spotlight on Latin America /

Helping the little guy / Flybondi has reframed its efforts to stay afloat as an action to protect the jobs and livelihoods of those affected by the slump in global tourism. Since the products must be collected in person upon arrival at the destination, Flybondi ensures the new ecommerce platform isn’t simply used to buy local goods without purchasing a flight. And as countries start to reopen and people start to make plans again, Flybondi’s campaign offers consumers not just a flight, but something to look forward to.

A true local / Flybondi’s primary routes are domestic, except for a few large cities in neighboring countries such as Uruguay and Brazil. If an international airline were to recreate a similar initiative, it struggle with local nuances and global tourists would be less likely to participate. Flybondi's customers are mostly Argentinian, which helps the campaign establish an emotional connection by highlighting the struggles of their own countrymen and women.

Everyone's problem / According to research conducted by Unilever, about half of the Brazilian population has faced a situation where their level of sweat has been ‘above average’, which may be related to nervousness and anxiety. The campaign highlights that connection and shows the effect of stressful situations, making the strategy a great way to address a taboo while also creating relatability between the audience and the celebrities of today.

No boring product demonstrations / The challenge of showing a product's functional features can seem like a dull one for marketers, but there's a creative approach to be found in any brief. By moving from features to benefits, Rexona finds a contemporary narrative to show why its product adds value to people's lives, meeting their needs in a positive way. By working with famous and relevant creators, the brand makes it not only more interesting but also more effective: research from Media Kix shows that 89% of marketers say ROI from influencer marketing is comparable to or better than other marketing channels.

Better late than ever / It's not a new thing that beer brands are reviewing their past advertising, and we could definitely say that it took Brahma Paraguay longer than it should have to address the issue. But Paraguayan history has held onto its culture of machismo, making the country one of the drivers of what the Latin American Network Against Gender Violence classified as a ‘feminist emergency’. In that context, it’s an important move to have a brand as popular as Brahma breaking the silence.

Erase/replace / Behaviours are perpetuated by habits and cultural paradigms, which are fed and sustained every day in many (sometimes) simple forms. By eliminating all previous sexist content from their social media channels, saying it no longer represents the brand, Brahma is also helping to break the cycle of violence.