“Freedom” was the focus of the Giovanni+Draftfcb agency team
Freedom of expression. This was the focus of the Giovanni+Draftfcb agency team, when they invited rapper Marcelo D2 to create, with complete freedom, a hit on Sharpie permanent markers, to promote its national release.
Unlike its competitors that offer a product for each surface (CD/DVD, Overhead, Fabric, etc.), the product’s differential is its multifunctionality, which allows writing on various surfaces, such as wood, stone, plastic, metal and paper.
Based on the “Leave Your Mark” concept – already used by the global brand – “Leave Your Mark” will guide the integrated campaign, which includes film, clip, spot, online media and POS, as well as action on social networks.
The 30-second film, which will be broadcast nationwide, was directed by Oscar Rodrigues, from Produtora Associados, and features D2 on a skatepark singing the rap, interspersed with scenes of young people customizing their personal objects, such as sneakers, guitar, skateboard, helmet, bike etc.
The clip will have its full version available on YouTube, in addition to a fan page on Facebook, created to promote the full interaction of Internet users with the campaign.
Sharpie’s debut in Brazil also includes a special action: a charity auction that will make available items customized by Marcelo D2, with the proceeds going to a charity.