GINGA launches Kopenhagen and Friends together in irresistible campaign

With the concept "The one no one can resist", a reference to the titles of the sitcom episodes, Kopenhagen's campaign explores the universe of Friends, which is both nostalgic and contemporary. Even after three decades, the story of the New York friends continues to captivate generations, and the brand seeks to connect with this diverse audience by offering an experience that unites the passion for chocolate and the passion for the series.

The collaboration, licensed by Warner, features chocolate bars and minitabletes in White Chocolate, Milk Chocolate, Milk Chocolate with Macadamia Chunks, Pistachio and Almond flavors. To make the experience even more special, the partnership includes a series of collectible pins representing the iconic characters and classic objects from the series, as part of an exclusive "buy and win" action: for every two Friends bars purchased, the customer wins a pin.

"The themes brought up by Friends are still very relevant today. These are issues of friendship, love relationships or even work which, because they are part of the human experience, attract viewers from different generations. In the campaign, our strategy was to use visual elements associated with the series, such as Central Perk and the purple door with the yellow frame, to visually respond to an affective memory that unites the most varied fan profiles," explains Fernanda Fontes, CCO at GINGA.

‍Visual campaignand the emotional connection

The visual campaign highlights the rich history and iconic elements of Friends, creating an emotional bridge between Kopenhagen and fans of the series."The meeting of Kopenhagen and Friends is the union of excellence in chocolates with excellence in entertainment. They are two icons that will make moments of indulgence even more delicious," adds Fernanda.

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‍Production ofexclusive content and digital influencers

To promote the campaign, exclusive assets were produced, such as "appetite appeal" photos and videos, 3D pieces, as well as a robust digital strategy that includes content created by influencers such as Ju Ferraz, Gabi Amorim, Chica Capeto, Francesca and Mari Palma. The campaign's main video is by Renan Viana, a visual artist famous for his miniature creations and known for his Instagram page Encolhi as Pessoas.

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_{‍TECHNICAL STATEMENT
Agency: GINGA
Creative Writing: Guilherme Ferreira, Giovane Alcântara and Gilberta Corrêa
Art Direction: Paola Pinienta
Planning: Ingrid Freitas
Community Manager and Influence: Iara Vasconcelos and Lara Lebrão
Project/Service Management: Isabel Reiss and Vitória Alarcon
Management: Core®
General Direction: Francine Azevedo
Production and Post Coordination: Bianca Medina and Breyla Polimeno
Executive Direction: Pedro del Priore, Paulo Martinez
CSO: Marcos Brabo
CCO: Fernanda Fontes
CMDO: Marcelo Aquilino
Culture and People Director: Laís Araújo
Strategy Director: Mahira Oliveira
Creative, Branding and Design Director: David Galasse
Client Approval: Maricy Gattai Porto, Daniela Ferreira, Giovanna Latorre and Pedro Marchioti
3Ds: Neopixel Digital
Videos and Photos Miniature: Renan Viana
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