STRATEGY
The strategy stemmed from a simple truth: There is no single way to live life.. Each person has their own routine, habits, needs, and schedule. And, in each home or company, different rhythms can occur simultaneously.
It was from this understanding that "Technology at your pace" was born, a concept that served as a guiding thread to place the person at the center and transform technology into an extension of the way we do our daily routines.
The concept also allowed for a broader interpretation of the brand. "Rhythm" came to represent both the speed and dynamism of contemporary life, as well as the individuality of each routine. Thus, Intelbras could talk about different products, with different audiences and situations, under the same idea: Technology that is always present and adapts to keep up with every way of life..
Gaining even more presence, the strategy was designed to unfold in different formats, channels, and situations until 2027. The campaign gained presence on free-to-air and pay TV, Cazé TV, SporTV F1, and OOH in airports, taking the same concept to different media consumption moments.
CREATION
To show that Intelbras keeps up with different paces, we needed the technology itself to move in sync with the campaign. And that's when we found a territory that had been present at Intelbras all along, but that almost no one noticed: the sounds of their own products.
O beep From the sound of a lock, the click of a camera, the alert from an access control system, and other functional rhythms present in everyday life. And so, using each of them, we decided to transform them into music.
That's how We recreated "Take On Me," the classic A-ha song., Using the actual sounds of Intelbras products as instruments. The choice was made because of the immediate recognition of their classic rhythm, their electronic sound, and their fast tempo, which helped to translate movement, energy, and technology.
Visually, this idea came to life in a 60-second film that follows different characters and environments, revealing that Intelbras is naturally integrated into the daily routine of that universe.
For this project, we created virtual environments that allowed for transitions between different scenarios and rhythms. The production transforms homes, workspaces, and various everyday situations into a large stage to show that each person has their own pace.
In the end, in addition to presenting a portfolio of technological solutions, we created a campaign that showcases all the functionalities of this technology in a more human and approachable way. We transformed what was previously unnoticed into a new and surprising cultural language.
