Title | The Origin of MorumBIS |
Agency | David The Agency |
Campaign | The Origin of MorumBIS |
Advertiser | Mondelez International |
Brand | BIS |
Date of First Broadcast/Publication | 2024 / 3 |
Business Sector | Chocolate |
Philosophy | Recently, BIS, a chocolate brand of Mondelez, announced one of the most significant naming rights contracts for a stadium in Brazil. The famous Morumbi Stadium, which hosts football matches and large concerts, is now called MorumBIS, a play on the brand's name. This deal, which involves millions, was one of the most talked-about by the Brazilian press and even became one of the top trending topics of the moment. The great differentiator of this partnership is precisely the pun that gave the Morumbi Stadium its new name, MorumBIS. Globally, what we see in naming right actions are brands erasing the stadium's original name, the way it has been known for years by fans, and imposing their brands on that history. That's different from what BIS did. Now, it was time to celebrate this successful partnership. That's why the agency DAVID São Paulo, which works with various Mondelez brands, created a campaign full of puns. And, of course, it did not lack humor. The spot, with national covers, explains how BIS came through such a cheeky pun for sponsoring a stadium. The answer is simple: from the Corporate Department of Cheeky Puns—an ensemble of experts with the goal of stuffing BIS into everything. However, finding the perfect pun is no easy task. And our professionals went through many possibilities, says the spot created by DAVID. And continues. Such as buying rental bikes, painting them blue and launching the... BIS-cycles. Opening up a BIS-tro. Sponsoring O-BIS-tetricians. Still, every pun requires the Department's boss approval. Director RoBISon BISmarck. And thus, came to be the... Morum-BIS. This is not only the smallest naming rights deal ever. But also, the largest pun in history, spanning dozens of meters. And we're not even done. In there, we'll have the Referee-BIS. The BIS-ne up. The su-BIS-titution. And even the ticket BIS-calper. Oops, not this one. All of this might seem a bit absurd. But we assure you, it's not. It's an a-BIS-urd. |
Media Type | Integrated Media/360 Activation |
Length | |
Global Chief Creative Officer | Pancho Cassis |
Globall Chief Operating Officer (COO) | Sylvia Panico |
Executive Creative Director | Fabrício Pretto |
Executive Creative Director | Rogério Chaves |
Executive Creative Director | Marie Julien |
Executive Creative Director | Renata Leao |
Creative Director | Fabio Natan |
Creative Team | Guto Merino |
Creative Team | Daniel Trimer |
Creative Team | Tiago Embrizi |
Creative Team | Rafael Barreiros |
Account Management | Tom Gil |
Account Management | Cacá Franklin |
Account Management | Laís Barbara |
Account Management | Amanda Sávia |
Planning Team | Carolina Silva |
Planning Team | Daniela Altenfelder |
Planning Team | Barbara Pires |
Social Media Team | Toni Ferreira |
Social Media Team | BARBARA Bueno |
Social Media Team | Maike Maio |
Social Media Team | Marcelo Reis |
Social Media Team | Ully Correa |
Social Media Team | Angela Andrade |
Data Intelligence | Fábio Baldo |
Data Intelligence | Ana Veiga |
SnackTalks | Thaisa Ribeiro |
SnackTalks | Carol Fischer |
SnackTalks | Luiza Moraes |
SnackTalks | Gustavo Ferreira |
SnackTalks | Rhayssa Souza |
SnackTalks | Natália Ferrini |
Global PR Director | Sandra Azedo |
Approval Client | Alvaro Garcia |
Approval Client | Fabiola Menezes |
Approval Client | Amanda Affonso |
Approval Client | Nicole Prudente |
Approval Client | Taina Braga |
Approval Client | Bianca Lima |
Production Company | Hogarth Worldwide |
Production Company | Kaus |