Cannes Lions

LOZENGE

JWT BRAZIL, Sao Paulo / JOHNSON & JOHNSON / 2011

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Overview

Entries

Credits

OVERVIEW

Execution

Benalet Contest Loosen Your Throat, the lozenge which relives throat irritation of Brazilian fans. Hundreds of fans turning on the radio and narrating the goal of their dreams. After all, there’s no better prize than to disagree with one of the greatest commentators in the country, live on national network. The best narrations have become spots calling the fans.

Outcome

People throughout Brazil participated including the best comedians on the radio. Every day the narrations were posted on the website. And the fans spread the news asking for votes. The final decision of the golden voice was up to the public. And the person with the best narration commented the world cup final.1.960.57 visits in radio’s websitehundreds narrations receivedBenalet has risen up to the position of second most sold tablet in the Brazilian market.

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