In The News Translation 7/31/17

FCB Brasil’s “Words” campaign for Tegra Incorporadora presents the brand’s new positioning, notes Clube Online. (Translation can be read on FCB Exchange.)


The commercial “Words” (watch below), created by FCB Brasil, presents the new name of Brookfield Incorporações, which is now called Tegra Incorporadora.

The film, which hits the small screen on Friday (28) in São Paulo and Rio de Janeiro, shows people and projects, while the words “Personality,” ” Healthy,” “Soul” and “Better Living” appear on screen, accompanied by a locution.

In the end, it turns out that all the buildings shown in the film are from Tegra, the new name of Brookfield Incorporations.

The commercial is part of the communication that brings the positioning “Tegra, real estate with personality,” and is also composed of ads for print media, pieces for social networks and out of home.

“The name change from Brookfield to Tegra Incorporadora is a great opportunity to showcase some of the company’s important developments in Brazil,” said Joanna Monteiro, FCB’s chief creative officer. “It is real estate with a lot of personality, developed for people to live better in cities.”

“Tegra comes from the words integral and integrating, and reflects the consolidation of a new culture, focused on developing entrepreneurs with a soul for those who seek to live better,” says João Mendes, director of Tegra Incorporadora.

Interbrand Consulting was responsible for developing the process of choice and change of brand, from the strategic creation of the new name to the visual, verbal and environmental identity.


Title: Words
Product: Tegra Institutional
Agency: FCB Brasil
General Director of Creation: Joanna Monteiro
Executive Creative Director: Fábio Simões “Simon”
Creative Director: Romero Cavalcanti
Designer: Fábio Cristo
Art Director: Henrique Ferreira
Writers: Mário Morais, Kléber Fonseca
Art Buyer: Bibiana Oliveira, Mallani Maia
Graphic production: João Albertini, Daniela Fonseca, Camila Galdêncio
Attention: Cris Pereira Heal, Anna Sant’Anna, Rafael Cardoso, Rebeca Macedo
Planning: Marcia Neri, Bruna Rodriguez, Lúcia Abreu, Mariana Santos
Media: Fabio Freitas, Cris Omura, Renato Gabriel, Ricardo Natalino, Daniel Bonifácio and Tatiana Silva
RTV: Charles Nobili, Ricardo Magozo, Pedro Lazzuri, Natasha Zaminiani and Mariana Carneiro
Photography: Jorge Lepesteur, Adriano Escanhuela

Release Date:
Cinematography by
Art Direction: Jaque Ramieli
Image production attendant: Elisa Mello
Finishing Coordination: Sivo Greven
Editing: Lucas Brasileiro
Finishing producer: Santa Transmedia
Color: Psycho
Sound Department: SaxsofunnyOM
Producer / Maestro: Cesar Brandão and Chico Reginato
Locution: Augusto Netto
Attendance: Tatiana Ornelas, Larissa Sarkis and Camila Madio

Digital Production: Sioux
Social Media: Sioux

Customer approval: Flávia Schmidt, Erica Moraes de Carvalho

FCB Hamburg wins an advertising contract with Yamaha Music Europe, reports New-Business. (Translation can be read on FCB Exchange.)

FCB Hamburg wins Yamaha Music Europe

After an international pitch, Yamaha Music Europe, Rellingen, decided to go with FCB Hamburg. The mandate includes a holistic advertising campaign for the audio and video (AV) product area. These include hi-fi systems and components, loudspeakers, sound bars, receivers, home theater systems, headphones and apps.

By autumn, the Interpublic subsidiary will implement a campaign for the Yamaha audio and video product segment, which will be used in several European countries. The starting shot will be in September 2017 during the International Radio Exhibition – IFA in Berlin.

The aim of the campaign is to position Yamaha’s AV products as high-quality devices that meet the highest standards of sound quality and functionality in their own home. “As a drummer, I know how important quality is in music and this quality will also be present in our campaign for Yamaha Music,” emphasizes Daniel Könnecke, CEO of FCB Hamburg for two years.

The creative directors Patrick Hartmann (Art), Michael Okun (text) and Daniel Daglioglu (Digital), are responsible for the development and implementation of the Yamaha campaign. The consulting is handled by Client Service Director Nadja Ludwig. The strategic part is provided by Global Planning Director Jonas Pieper.

The Yamaha Music campaign is aimed at the target group of men and women between 30 and 40 years of higher income. “Our customers are just as sophisticated as our products, and the FCB Hamburg team has translated these into convincing ideas,” explains Jean-Philippe Wildeisen, project leader at Yamaha Music Europe, who is responsible for the Group’s communication strategy.

The campaign motifs will be used as a moving picture, on the PoS and in the digital media. The campaign elements are switched in Germany and the Benelux countries, which make up the core market of Yamaha Music Europe. The digital flight also covers Great Britain, France, Scandinavia and Italy.

The budgets of Comdirect bank, the Swedish department store chain Rusta and the confectionery manufacturer CFP-Brands (with the brand Chupa Chups on the FCB new customer list) have already been launched since the beginning of the year. In addition, Kölln’s brand certification was successfully defended at the beginning of the year.