Cannes Lions winner - Kiss FM

SCENARIO In 2012, a new Rock & Roll radio station was about to be launched in the Brazilian market, and their pre-launching campaign was causing a lot of buzz across media and audience. Our client -Kiss FM, was concern about losing their audience, and asked for help. CHALLENGE Create an institutional campaign reinforcing Kiss FM brand identity to the audience INSIGHT The target sees Rock & Roll as an outlet to their every day lives. They listen to Classic Rock to feel relaxed and disconnected from the world. CONCEPT Don’t let Rock & Roll get out of your system STRATEGY Kiss FM is, above all, entertainment. So we created a campaign that was more than a print ad. We made something to entertain our audience while they were reading their every day newspapers and magazines. IDEA Create an illustration that shows how Kiss FM is the only place people can find Classic Rock, using as a reference what our target consider the notorious entertainment of all times: Where is Waldo. RESULTS - Kiss FM Increased their audience - Brand Lovers sharing content - Two Cannes Lions