The strategy for the film "Blogueirismo" was developed in partnership with Ana Couto.
Dafiti's new masterbrand campaign has the concept "Live Fashion Online" to reinforce that the online world has brought more inspiration and freedom of expression, and fashion is no different. According to the fashion and lifestyle e-commerce company, the concept makes tangible the factors that the online universe has brought to everyday life. The strategy was developed in partnership with Ana Couto.
Fernanda Galluzzi, managing partner of Ana Couto, says that smart shopping encompasses these pillars, and the goal is to simplify it even further. “In a complex world full of information, Dafiti offers curated fashion and lifestyle, presenting a collection for every inspiration. This allows consumers to choose what best suits their needs, with the freedom to experience their own style,” she states.
For the first time, the brand is using a digital influencer in the video. Rayza Nicácio, focused on fashion and lifestyle, kicks off the film "Blogueirismo" (Blogging). The media mix includes airing on Globosat channels, presence on Google, Facebook, Instagram, and with a team of influencers.
Malte Huffmann, co-founder and vice president of marketing and purchasing at Dafiti, adds that the company is attentive to the habits and desires of its consumers, and that this guided the campaign's theme. “Even though we were born in the digital world, we have constantly reinvented ourselves throughout our eight-year history. We provide curation and a great shopping experience with just one click. And we increasingly rely on the reach and inspiration of influencers to provide even more relevance to our consumers. In the current digital landscape, this is more than just being up-to-date. It's about intelligently contributing to an ecosystem that still has a lot of room to evolve,” he points out.
Originally published on Propmark
TECHNICAL SPECIFICATIONS
Agency: Ana Couto
Client: Dafiti
Campaign: "Blogging"“
CEO: Ana Couto
Executive Director: Fernanda Galluzzi
Creative Director: Rodrigo Dorfman
Created by: Rodrigo Dorfman, Vallécia Carvalho, Vinícius Valadão, Felipe Lemes, Fernando Ribeiro, Aruã Vieira, Ivon Neto
Planning Director: Igor Cardoso
Planning: Igor Cardoso, Vanessa Bulhões, Manuela Alcoforado, Luisa Ferreira
Account Director: Fred Palma
Customer Service: Melissa Taminato
Media Director: Marcelle Villar
Online media: Priscila Menezes
Offline media: Camilla Ullman and Beatriz Monteiro
RTV Production: Tania Carneiro
Film Production Company: Iconoclast
Directed by: Clemente
Cinematography: Daniel Belinky
Executive Producers: Francesco Civita, Gregory Bogossian, Alonso Sperb and Elisa Mello
Post-Production Support: Mariela Costa
Production coordination: André Bauer
Production Director: Fábio Arisaka
Art direction: Adriana Michalski
Post-production coordination: Priscilla Paduano and Tutu Mesquita
Finalization: Prodigo Films
Finalizer: Georges Sakamoto
Editor: André Dias
Assistant coordinator: Everson Martins
Audio Production Company: Cabaret
Musical Production: Mauro Kuschnir / Lucas Comparato
Composer: Angelo Colasanti
Mixing and Finalization: Cyro Netto
Customer Service: Luciana Novelli / Flávia Caparelli
Coordination: Verusca Garcia / Junior Freitas
Narrator: Nicole Cordery
Client approval: Malte Huffmann, Ben Bommert, Livia Fukuda, Barbara Miano and Tami Gotoda
