Campaign Spotlight: W+K São Paulo Break Guinness Record for Longest Commercial Aired with Old Spice's "Endless Commercial"
adobo magazine, February 11, 2019 | 12:07pm

Record broken brought agency and client into Record Guinness Book, with a campaign to reinforcing the launch of Old Spice's Durascent technology

Wieden + Kennedy São Paulo and Old Spice created the first endless spot of history: one commercial, inside another and another, that turns into an endlessad. The video will be on air for eternity at www.ocomercialinfinito.com.br. Ventured, the brand of deodorants, aired the film for 14 hours  at Woohoo channel, becoming longest campaign in television history. The record-breaking granted the client and the agency into Guiness Book of Records.

The film titled "O filme Infinito" (Endless commercial) features the participation of actor and brand ambassador Terry Crews and promises to make lots of laughs from viewers. In addition to the complete film, six drops were produced to support on digital channels and TV. A 2min version and 15 " were aired in different TV Channels. The campaign will be exported and replicated throughout Latin America and Mexico.

"The idea for the whole project came from the new technology of Old Spice, Durascent, that makes you smell good forever," says Vitor Fernandes, Marketing Manager for Deodorants. Durascent's innovation lies in not allowing people to get accustomed to the fragrance. In this way, the product brings to the client safety.

"At a time when advertising content is getting shorter, with increasingly telegraphic messages, Old Spice goes against the grain and launches acommercial that literally lasts forever. A pleasure to work with brands that are always willing to break the rules. ", concludes Renato Simões, Executive Creative Director, Wieden+Kennedy São Paulo.

 

Credits

Title: "O Filme Infinito"
Duration: 1x3' + 1x2' + Website Endless 
Client: Old Spice
Product: Old Spice Tecnologia Durascent
Year of Production: 2018
Agency: Wieden + Kennedy São Paulo
Executive Creative Directors: Eduardo Lima e Renato Simões
Creative Directors: Bruno Oppido , Caio Mattoso, Rodrigo Mendes
Head of Art: Bruno Oppido
Copywriter: Rafael Melo
Art Director: Felipe Paiva, Jose Ferraz
Agency Producer: Regiani Pettinelli, Fernanda Moura, Jin Park
Digital Producer: Mauricio Junior, Ricardo Barbin
Digital Production Company: Slikland
Account: Isabel Rudge, Bruno Capasso
Planner: Gui Pasculli, Marcelo Chabes, Thiago Luan, Henrique Kobayashi , Felipe Zyman
Media: Alexandre Ugadin, Caio Melo, Guilherme Salgueiro, Liese Lemee
Client: Approval Isabel Pimentel, Clarissa Cayedo, Vitor Fernandes, Alan Chernovetzky, Natalia Passarinho
Production Company: CONSPIRAÇÃO
Director: Fernando Nogari
Executive Director: Luciana Mattar e Patrick Petry
Director of Photography: Daniel Belinky
Production Director: Cris Moura
Production Assistant: Vinicius Arantes e Bruna Brito
Account - Production Company: Felipe Rangel
Head of Project Management: Larissa Luisi
Assistant Director: Luciana Waszak
Art Director: Pedro Catellani "Bolo"
Costume: Allan Gandhi
VFX Studio: Conspiração/Warriors
VFX Producer: Junior Braz / Marcelo Barbosa
Editor: Akira Guilherme
Special Effects Supervisor: Kadu Luca / Ricardo da Costa / Luis Tadeu
Art Composing: Kadu Luca / Ricardo da Costa / Luis Tadeu / Juan Camejo / Rogerio Merlino
Motion Designer: Lika Miyuki / Guilherme Valente / Anderson Tavares
Color Grading: Bleach
Audio Facility: LOUD
Sound Effects & Mix Equipe: LOUD
Soundtrack Production Equipe: LOUD
Account - Audio Production House: Edu Bernardo
Announcer Brasil: Tata Guarnieri / Latam:Daniel Cubillo

 

Campaign Spotlight: W+K São Paulo Break Guinness Record for Longest Commercial Aired with Old Spice's "Endless Commercial"

Record broken brought agency and client into Record Guinness Book, with a campaign to reinforcing the launch of Old Spice's Durascent technology

Wieden + Kennedy São Paulo and Old Spice created the first endless spot of history: one commercial, inside another and another, that turns into an endlessad. The video will be on air for eternity at www.ocomercialinfinito.com.br. Ventured, the brand of deodorants, aired the film for 14 hours  at Woohoo channel, becoming longest campaign in television history. The record-breaking granted the client and the agency into Guiness Book of Records.

The film titled "O filme Infinito" (Endless commercial) features the participation of actor and brand ambassador Terry Crews and promises to make lots of laughs from viewers. In addition to the complete film, six drops were produced to support on digital channels and TV. A 2min version and 15 " were aired in different TV Channels. The campaign will be exported and replicated throughout Latin America and Mexico.

"The idea for the whole project came from the new technology of Old Spice, Durascent, that makes you smell good forever," says Vitor Fernandes, Marketing Manager for Deodorants. Durascent's innovation lies in not allowing people to get accustomed to the fragrance. In this way, the product brings to the client safety.

"At a time when advertising content is getting shorter, with increasingly telegraphic messages, Old Spice goes against the grain and launches acommercial that literally lasts forever. A pleasure to work with brands that are always willing to break the rules. ", concludes Renato Simões, Executive Creative Director, Wieden+Kennedy São Paulo.

 

Credits

Title: "O Filme Infinito"
Duration: 1x3' + 1x2' + Website Endless 
Client: Old Spice
Product: Old Spice Tecnologia Durascent
Year of Production: 2018
Agency: Wieden + Kennedy São Paulo
Executive Creative Directors: Eduardo Lima e Renato Simões
Creative Directors: Bruno Oppido , Caio Mattoso, Rodrigo Mendes
Head of Art: Bruno Oppido
Copywriter: Rafael Melo
Art Director: Felipe Paiva, Jose Ferraz
Agency Producer: Regiani Pettinelli, Fernanda Moura, Jin Park
Digital Producer: Mauricio Junior, Ricardo Barbin
Digital Production Company: Slikland
Account: Isabel Rudge, Bruno Capasso
Planner: Gui Pasculli, Marcelo Chabes, Thiago Luan, Henrique Kobayashi , Felipe Zyman
Media: Alexandre Ugadin, Caio Melo, Guilherme Salgueiro, Liese Lemee
Client: Approval Isabel Pimentel, Clarissa Cayedo, Vitor Fernandes, Alan Chernovetzky, Natalia Passarinho
Production Company: CONSPIRAÇÃO
Director: Fernando Nogari
Executive Director: Luciana Mattar e Patrick Petry
Director of Photography: Daniel Belinky
Production Director: Cris Moura
Production Assistant: Vinicius Arantes e Bruna Brito
Account - Production Company: Felipe Rangel
Head of Project Management: Larissa Luisi
Assistant Director: Luciana Waszak
Art Director: Pedro Catellani "Bolo"
Costume: Allan Gandhi
VFX Studio: Conspiração/Warriors
VFX Producer: Junior Braz / Marcelo Barbosa
Editor: Akira Guilherme
Special Effects Supervisor: Kadu Luca / Ricardo da Costa / Luis Tadeu
Art Composing: Kadu Luca / Ricardo da Costa / Luis Tadeu / Juan Camejo / Rogerio Merlino
Motion Designer: Lika Miyuki / Guilherme Valente / Anderson Tavares
Color Grading: Bleach
Audio Facility: LOUD
Sound Effects & Mix Equipe: LOUD
Soundtrack Production Equipe: LOUD
Account - Audio Production House: Edu Bernardo
Announcer Brasil: Tata Guarnieri / Latam:Daniel Cubillo