CHRISTMAS PRO(U)D
The Christmas season is one of the times of the year when advertising campaigns have the most impact and are, as a rule, highly anticipated by the market as it is a relevant time in the most diverse business areas.
This year there were several Christmas campaigns where pro(u)d’s production consultancy was present. Some stood out for their timings, others for their creative challenges, and still others for their planning. There are countless factors and variables that make them unique… Let’s get to know pro(u)d’s Christmas tree?
One of the campaigns that pro(u)d managed to plan and anticipate was Wells Ready Set Christmas, which is part of a production package of two more brand campaigns designed by the Havas agency and produced by More Maria with Diana Antunes directing.
“With the challenge of shooting 3 campaigns in a single moment and with a very controlled budget, pro(u)d was essential to find the ideal model and partner for this challenge.”, says Marta Castro, Wells Marketing Director. In a production with just two days of filming and a team proudly led by women, 3 films were produced that celebrate the positive, relaxed and authentic attitude of living every moment, in a coherence of brand communication throughout the year 2022 and which culminates with Christmas.
Worten’s Christmas campaign, produced by Krypton and directed by Augusto Fraga, with creativity from Fuel, also had the production management of pro(u)d.
Three ads, three different stories, three days of shooting, and more than 100 people involved marking a campaign that mixes the imagery of the classic ads of the time with a touch of humor because the brand believes that life is better when faced with a smile.
António Fuzeta da Ponte, Head of Brand & Communication at Worten Iberia comments: “pro(u)d has been our partner for over 4 years. There are many campaigns together with at least 4 “Christmas” made in team and partnership. Natal Worten has, once again, the hand of pro(u)d. And for the success we hope to have with this campaign, it was a great hand. Thank you for the team spirit, for accepting to be part of ours, and for always being ready. Come on next!”
But the most challenging campaign – due to the length of the process involved – was undoubtedly Popota do Continente. This is already a creative tradition at Fuel, this time with a production debut by Perfect Storm in partnership with Glimpse VFX. There were six months of intense work with the development of 322 3D animation characters from scratch, present throughout the film. Nine companies and 125 people were involved throughout the entire creative process. Great Dane music was the winner to make the campaign even more special.
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