In The News Translations 10/31/16

FCB Brasil combines magic with dance in new work for Brastemp, according to Latin Spots and Inteligemcia.






FCB Brasil has new work for the Brazilian brand appliance company, Brastemp.
Subtlety, perhaps the word that best defines the campaign is “Dance.” The one minute long audiovisual spot shows the daily routine of a couple in their home along with the choreography of a classical pas-de-deux, transforming “the ordinary to extraordinary.”


The campaign is also composed of external components, such as public billboards, digital and broadcast on screens along aircraft route, all geared to introduce the new slogan of Brastemp: “Undoubtedly, Brastemp,” stressing the quality of its machines above the competition.


“Our challenge is to rescue the legacy and the superiority of Brastemp, something that is already recognized by consumers, and at the same time, innovate and connect the brand with the trends and needs. The new signature campaign reinforces the high performance our products, the superior results and better experiences of contact with the brand,” said Renato Firmiano, Director of Marketing at Whirlpool Latin America, owner of the Brastemp brand.




Matthew Willcox, founder and executive director of the FCB Institute of Decision Making, shares five shortcuts to help generate a positive change of behavior with Conexion 360Multipress, Produ, Merca 2.0, Revista Neo and Informa BTL. 




“The Business of Choice: Marketing to Consumer Instincts” by Matthew Willcox


Matthew Willcox author of “The Business of Choice: Marketing to Consumers Instincts” winner of “Marketing Book of the Year 2016″ by Marketing & Sales Books gave a lecture inspired by his book to explain how we now understand more of the decision-making process than before and that the fear of losing has a bigger impact than winning.


With over 20 years of experience in brand strategy, he has contributed to organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline.


In the marketing world there are thousands of theories, from the simplest to the most complicated, they’re based on numbers, testimonials, case studies, field tests, anything that can give us a figure we think is valuable, but there comes a point where we do not know exactly what to do with such information, luckily, at the end of the day there is a voice within us called intuition.


Matthew is the founder and executive director of the Institute of Decision Making at FCB, a practice that brings findings of scientists who study human behavior and how people make decisions to the practice of advertising and marketing. It is fascinating how intuition and emotion drive human behavior, and how best creative ideas permeate this instinctive level.


The author shares five shortcuts that help in the decision-making process and generate a positive change of behavior:

  • If you want someone to do something, make it easy.
  • Always think about how a possible loss can help you or hurt you.
  • If you want to make others adopt a new behavior you must show them what you want changed.
  • Make sure people can feel the benefits now, not only in the future.
  • Not only do people want to be different, they also want to be alike.