CANNES, FRANCE — Diageo Brasil‘s triumphant win at this year’s Cannes Lions International Festival of Creativity with Johnnie Walker‘s powerful “Errata at 88” campaign winning the top prize – Grand Prix, in Entertainment for Music category – not only showcases the company’s dedication, sensitivity, and pioneering spirit within the creative industry, but also inspires a new wave of change and inclusivity in the creative world. The campaign was created by AlmapBBDO.
Johnnie Walker is a brand that has been part of culture for over 20 years. Always looking for stories and people who create culture, the brand found the tale of Alaíde Costa, one of the founders of Bossa Nova, who was ignored at a concert at Carnegie Hall in 1962 due to prejudice for being a black woman.
Recognizing the gravity of this historical oversight, Johnnie Walker, in a groundbreaking partnership with Folha de São Paulo, penned a 70-year-old errata, placing Alaíde in the prominent place she always deserved. This bold move not only corrected a historical wrong but also underscored Johnnie Walker’s unwavering commitment to diversity and inclusion in the creative industry.
In October 2023, upon discovering that there would be a second edition of the show that launched Bossa Nova in 1962, again without Alaíde, the campaign went further, placing her on the Carnegie Hall stage, where she received a standing ovation for more than three minutes. The repercussions in the media were explosive, and they finally gained recognition from the press and the public.
“Errata at 88” celebrates the moving historical correction of Bossa Nova legend Alaíde Costa, who finally received the recognition she deserved after being ignored at a concert 60 years ago. This powerful narrative not only celebrates Alaíde’s talent but also underscores Johnnie Walker’s mission to inspire positive societal change.
“More than an advertising piece, ‘Errata at 88’ is a powerful statement about recognizing and celebrating all voices, correcting past mistakes to build a more inclusive future. See Alaíde’s deserved recognition, and now receiving recognition for our campaign in Cannes is gratifying and endorses our confidence that we are following the right path of connecting with the culture and hearts of our consumers, which is the great reason for all our work,” said Guilherme Martins, VP of Marketing at Diageo in Brazil.
With all this, Alaíde, at 88 years old, is enjoying the success she always deserved: a 747% increase in searches on Google, 318% on YouTube, 800% in listeners on Spotify, and 500% in invitations to sing on big stages.
Participation in Cannes Lions 2024
Cannes Lions, held from June 17-21 on the French Riviera, is the biggest global event for the creative industry. This week, communications and marketing executives from the biggest brands in the world will participate in panels, round tables, podcasts, and interviews, presenting the most impactful innovations in the sector. Diageo’s global team was present, sharing cases, opinions, and news on topics such as Artificial Intelligence, Innovation, Communities, and Accessibility in Advertising.
The campaign was produced by Cabaret and The Youth.
Credits:
Agency: AlmapBBDO
Campaign: Bold Steps – Errata at 88
Client: Diageo
Product: Johnnie Walker
Executive Creative Directors: Fernando Duarte, Henrique Del Lama and Pedro Corbett
Head of Art & Craft: Eduardo Vares
Creation: Alexandre Freire, Alisson Machado, Beatriz Fiori, Isac Neto, Matheus Loretti and Yasmin Oliveira
Content: Marcela Ramos, Mariana Queiroz Silva
Planning: Joao Gabriel Fernandes, Maria Claudia Gouveia Conde, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli and Beatriz dos Santos
Media: Mariana de Souza Areia, Daniele Dechiqui de Abreu, Amanda Chaklian de Freitas, Amanda de Oliveira Santana, Mariana Leite Nunes da Costa and Bianca Camargo Renzo
Art Buyer: Tereza Setti, Stephanie Biekarck
Photography: Mariana Valverde
Retouching: Sérgio Facundini
Audiovisual Production: Diego Villas Bôas, Vera Jacinto, Murillo Moretti
Executive Production: Diego Villas Bôas
Directed by: Rodrigo Resende, Diego Villas Bôas
Director of Photography: Rodrigo Resende, Julio Deckes, Mariana Valverde
Assembly/Finishing: Rodrigo Resende
Audio Production: Cabaret Studio
SUBA Artistic: Sandra Zimberkinop, Ana Lobo, Gabriela Toledo, Nathália Rebouças, Alini Tercini and Larissa Seixas
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