The international hit-show The Apprentice was about to launch its 5th Brazilian season, presented by Y&R's CEO Roberto Justus. The show’s corporate environment was a perfect match for the brand’s target, both technically and conceptually. The situations faced by the apprentices were a powerful illustration of the stressful routine experienced daily by Becel’s consumers. The most intense of them all was also the show’s dramatic peak: the board room. In order to integrate the brand to this highly emotional moment, we decided to bring a new dramatic element into the show. The leader of the team facing the board room would have his/her heart rate monitored live by Becel, providing presenter Roberto Justus with a new evaluating tool. Becel revealed the participant’s ability to keep their cool under the kind of stressful situation the winning apprentice would have to face on a daily basis.

It was an insightful look into the apprentices actual feelings, contributing to the perception viewers developed of their favorite participants.

The brand became an intrinsic part of the show, providing the audience with relevant, engaging new information.It was an unprecedented partnership which added further drama and emotion to one of Brazil’s hottest TV shows, therefore delivering Becel’s core proposition in a truly powerful, entertaining way.