A new action created by DDB Brazil for Guarana Antarctica introduces the concept of "Being extreme is being with friends" on the brand's YouTube Channel . The film features a group of friends practicing "Le Petit Parkour", a new version of "Parkour", the French sport that uses elements of the city as obstacles. Railings, walls and trees give way to tires, guides and railroad tracks in this satire of the original sport. The major obstacle, a 3.3-liter bottle of Guarana Antarctica, appears to be too dangerous so athletes replace it with a "Petit" (smaller) version of the product, justifying the name of the game. The soundtrack is an attraction in itself. It combines the most popular phrases, expressions and words in the French language and turn them into a hilarious hip hop song. At the end, the group is chased by a police guard who fails to reach them because he can not face the obstacles on the way. “It is not our intention to portrait the real Parkour, which is a serious, amazing sport. Our main idea is to show that whatever you are doing, if you are doing it together with your friends, you will always have have lots of fun. Brazilians are way too social, they love to interact with each other, so through this funny portrayal of friendship we end up spreading the "Guarana spirit" to everyone who watches the video.” said Moacyr Netto, DDB Brasil´s Creative Director of Convergence. Besides being the largest brand in Brazil on Facebook, Guarana Antarctica invests on several other digital initiatives, such as webseries, broadcasts of live events on Facebook, cultural contests on Twitter, Youtube and Facebook, and last week the brand launched its official page on Google +. "This video series complements a digital strategy that has proven to be successful when approaching our consumers and establishing a dialogue with them. And now we get even closer to the language of the Brazilian youth. " says Thiago Guedes Hackradt, Strategy Manager for Youngsters of Guarana Antarctica. This initiative consolidates the brand's proposition that "being extreme is being with friends". The series also has another video created by Espalhe, launched earlier this year, which documents an extreme game of "stick" between friends.
Agency: DDB Brasil Client: Guaraná Antarctica Product: Institucional Creative Directors: Sergio Valente, Marco Versolato, Moacyr Netto Copywriter: Estevao Queiroga Art Director: Daniel Ottoni Art assistant: Pedro Konishi Account Supervisors: Polika Teixeira, Janaína Santos, Caroline Bassi, Isabelle Lipo e Alessandra Visintainer Media: Mônica de Carvalho, Julia Mathias, Karol Gebrael, Bruna Sanção RTVC: Gilberto Pires (Gibinha), Rafael Motta e Ana Paula Casagrande Developer: Talk Filmes Director: Flávio Barone Photography´s Director: Marcos Fertonani Executive Producer: Priscila Martoni Developer Supervisor: Ludmila Kaminskas Production Director: Guilherme Melles Art Dir: Ilan Wainstein Editing: Pedro Roloff Audio Producer: Cabaret Studio Producer supervisor: Ingrid Lopes Producer / Conductor: Guilherme Azem