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Published/Aired: 
June 2008
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Description: 

Yeah, the world needs more people with substance.

Advertising Agency: Publicis, Brazil
Creative Director: Guilherme Jahara
Art Directors: Daniel Leitao, Marcelo Torma
Copywriter: Rodrigo Strozenberg

Comments (2)

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ricklongo's picture
ricklongo
1244 Activity Scores

This campaign, from what I can tell, isn't supposed to make people aware of Mackenzie's rational differentials. It's merely trying to build a brand by positioning the product as a place you should go if you want to have 'substance'. And it does that very well, in my opinion.

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