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Tutorial Comics

Tutorial Comics | Tramontina | JWT
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basics
Industry: House, Garden & Pets
Media:Design & Branding
Market:Brazil
Style: Minimalism
descriptioncnen
Synopsis
Tramontina is Latin America’s leading kitchen utensils manufacturer, and grilling sets are one of its best-sellers. A range so complete it elevates the brand to the status of expert on the subject in Brazil. For Tramontina, churrasco is much more than just a dish so technique, care, and diligence should go into its preparation to achieve perfection. It is such an important meal that the brand created a guardian for it, the Master of Churrasco. An entity that shows up whenever someone is in trouble, about to ruin the cherished churrasco. The character was released in 2016 and appeared in many of the brand’s commercials, becoming a meme and making its way into the churrasco pop culture in Brazil.
Strategy
The selected target was Brazilian churrasco lovers that were starting to venture into the art of churrasco-making. Inexperienced churrasco-makers that needed some expert advice to make things right. To reach them, the strategy was clear: we created five tutorial comics and five web tutorial videos based on the most frequently googled questions about churrasco by Brazilians in 2017. Each video and story is an answer to these questions using Master of Churrasco’s teachings and Tramontina’s products.
Relevancy
This idea is relevant for Media because it originates from a media insight: answer questions googled by people. Additionally, it brought a new, completely different channel to advertise churrasco products: comics. The point-of- contact strategy that originated from that channel is very important to amplify the concept of teaching as many people as possible how to make churrasco, making the strategy strong, relevant, and innovative for its segment.
Outcome
The campaign had more than 10 million views and over 126 million impressions on social networks, helping the comics and Tramontina’s products become objects of desire among churrasco lovers. The idea also drew more than 450 thousand people to Tramontina stores and the first run sold out in less than a month at the POS, driving sales of that product range up 26% year on year. Additionally, the Tutorial Comics were translated into two languages and soon will be sold along with Tramontina’s products in Germany and in the US, helping the brand in its goal to teach how to make traditional Brazilian Churrasco, and making its products available across five continents.
Execution
Just like Marvel’s and DC’s superheroes, a teaser trailer launched the Tutorial Comics showing that the Master of Churrasco was back. This piece alone had more than 1.5 million views on YouTube and Facebook. Then, we launched five tutorial videos in November 2017, period leading up to the summer – time of the year Brazilians make churrasco more often. Additionally, we sent a special deluxe version of the comic books to influencers packed in a special box along with Tramontina’s products. Two months after sparking consumers’ interest, we launched the hard-copy comic books. They were sold in Tramontina stores in four major Brazilian cities (São Paulo, Rio de Janeiro, Porto Alegre, and Brasília) as part of a special offer. Upon purchasing an item of that line, the consumer would get the comic book to learn how to make churrasco using that item.
CampaignDescription
We created comics that are also churrasco tutorials. It is a fun way to show consumers how to use the brand’s products, with interactive content pieces that turn the reader and Tramontina’s products into characters. A language that had never been used in Brazil in this segment. The Tutorial Comics were illustrated by Brazil’s best-known comic book expert: Rafael Grampá. DC Comics’ official artist and the only Brazilian to ever win the Will Eisner award, the comic book Oscar.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Photography:
Production Company:
Music:
Sound Design:
Other credit:Creatives: André Mezzomo, Edson Oda, Rodrigo Rocha
Link:https://www.jwt.com/pt/brazil
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Art Direction / Design
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