Brastemp needed to innovate and improve its communication with a better approach towards its consumers. Not an easy task: the existing Brastemp campaign was a huge success but very weak to communicate its products. Getting the agency’s departments together and side-by-side with the client, we came up with a new and creative concept, inviting consumers to awake their most authentic side, one that tells more about them than their own ID: their B-Side. However, to enjoy this other side, they needed spare time that they can only get it from very good quality products, the ones started communicating.

The launch of this campaign featured a 1 minute TV spot, multi-page ads, an internet portal, endomarketing and differentiated actions such as BGourmet, a B-Side kitchen exposition. On cable TV, the BTV show was created for Sony Channel, where the B-Side of Brazilian celebrities was revealed. Participation in Milan's architecture fair and Sao Paulo Fashion Week with a B-Side Guide. Events awarded Top-Chefs with their best B-Recipes. It was also extended to product campaigns and online promotions, B-Side Day.

Even Whirlpool Brazil, the parent company, adopted the idea: the employees were asked to fill out a form describing their B-Side.