In response to innumerous Internet memes, Brazilians are finally being studied. And what makes them so unique? That's what the new Garoto campaign brings to light. With the new concept, "Only Cocoa Explains", foreign scientists try to understand Brazilian鈥檚 peculiarity and playful way of being. This is the first campaign created by DAVID for Garoto Chocolates.
The launch film, "Mano do C茅u" (鈥淏rother from the Sky鈥), premiered on May 11th. With :60 and :30 versions, the commercial takes place in a fictional Centre for Inexplicable Phenomenons, where foreign scientists have the opportunity to analyse one of the greatest mysteries of all time: Brazilians. Things like 鈥渮iriguidum鈥, 鈥減assinho鈥, 鈥渆ita鈥, 鈥渂itoca鈥, among other unique Brazilian behaviours and expressions, are studied 鈥 though little understood, but extremely intriguing to the 鈥済ringos鈥. In the end, the film reveals that all of this has nothing to do with the weather, nor the water, but rather with a special ingredient that鈥檚 uniquely Brazilian: the cocoa 鈥 also a main ingredient in Garoto chocolates.
"Brazilians are an unique species, intriguing beings full of peculiarities. This study finally confirms what we鈥檝e been suspecting for a while: it must have something to do with all this cocoa from the Garoto chocolates that we鈥檝e been eating for generations," says Rafael Donato, DAVID鈥檚 Creative VP.
The campaign will also unfold on social media, under the concept "Only Cocoa Explains". The 鈥淕arotinho鈥 boy, brand icon, received a make-over and is the protagonist of several advertising pieces.