São Paulo, January 2024 – The OXXO network, of local markets, is preparing to launch the new phase of the “An OXXO to call yours” campaign with the broadcast of the second film created by the Mestiça agency. The piece uses humor to present the network’s connection and proximity to customers with iconic characters starring a single actress.
With a relaxed language, already characteristic of the brand’s tone of voice, the new film will be broadcast from January 15th and with a media plan aimed at digital, reinforcing OXXO’s presence on Instagram and its recent debut on TikTok . Launched in October, the campaign’s first video on the channel surpassed 12 million views.
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“The campaign’s proposal is to reinforce the connection and proximity we have with our customers, highlighting that, regardless of your ‘tribe’, style or purchasing need, you will always find a nearby market, which is part of your daily life . The film uses a fun and very relaxed language in line with the tone of voice we use in our communication on social media”, comments Camila Assis, Head of Marketing and External Communication at Grupo Nós.
In the film, Cintia Portella represents all the characters with speeches specific to each “tribe”, such as: the gamer and his intangible hunger after working all night; the elderly dancer who will hydrate after the Zumba class and the executive who ensures a top lunch before calls. Each character defends that the OXXO is theirs and the attendant puts an end to the confusion by warning that “if it is always close, the Oxxo belongs to all of you”.
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“With a strategic focus on highlighting the attributes of proximity, ease and practicality, in this new production we are showing how the network is ready and able to serve its diverse audience”
Paulo Sanna, partner and CEO of Mestiça.
“The campaign’s motto also plays with the pronunciation of the name OXXO, maintaining the continuity of building the brand in the regions where it is present”
Paulo Sanna, partner and CEO of Mestiça adds.
Credits
Title: Oxxo to call yours
CEO: Paulo Sanna
Creative Direction: Rogério Martins and Leandro Sanches
Art Direction: Leandro Sanches
Editor: Gustavo Souza
Service: Eduardo Lovro, Bruno Massagardi, Jessica Conejero, Pedro Baldi and Suellen Guijarro
RTVC: Andressa Zeni and Giovanna Lippolis
Media: Paulo Leocadio, Andrea Machado, Celina Alvarez, Sacha Quinta, Danilo Carvalho and Eduardo da Costa
Planning: Leandro Correa and Arthur Gaikoski
Social: Lisandra Carvalho and Leticia Ribeiro
Client Approval: Camila Assis and Karin Suzuki
Producer: B12 Filmes
Executive Production: Andy Kawamoto
Service: Bel Aragão
Production: Alice Zampieri
Directed by: Gabriel Barros and Rafael Bedoni
Cast: Cintia Portella
AD: Didi Lima
Director of Photography: Felipe Alex
1st Camera Assistant: Douglas Povoas
2nd Camera Assistant: Ruan Carlos
Plateau: Everton Santo de Oliveira
Plateau Assistant: Ede Goularte
Gaffer: Vinicius Oliveira
Electrical Assistant: Lucas Oliveira
Against Rulership: Fabrício and Fabio Alves
Direct Sound: Adriano Castilho
Soundtrack: André Barros
Costume design: Karina Kohatsu
Costume Assistant: Gabriella Magno
Make UP: Jéssica Figueiredo
Catering: Delicias da Vó Meloca
Security: Fúlvio Sandro Vieira da Silva
Driver: Rogério Amaral
Assembly and Finishing: Fernando Ducci
Editing Assistant: Erica Fortes
Motion Designer: Tom Allison