Rewind
Ambev
Issue 45 | December 2017
Agency
F/Nazca Saatchi & Saatchi
Creative Team
Chief Creative Officer: Fabio Fernandes Creative Directors: Theo Rocha, Rodrigo Castellari, Leonardo Claret Creatives: Isabelle de Vooght, Marcelo Rosa, Rafael Rosa
Production Team
Integrated Producer Director: Juliana Hasegawa Agency Producer: Victor Alloza, Giuliano Springhetti Prodution Company: Yourmama Director: Ale Cassulino Production Designer: Billy Castilho Cinematographer: Pepe Mendes Editing: Daniela Guimarães Executive Producer: Mayra Auad Color Grade: Marla Post-Production: Clan Sound House: Loud Client Approval: Fernando Soares, Felipe Ghiotto, José Freitas, Fernanda Neves, Giulia Setembrino
Other Credits
Account Supervisor: Saulo Sanchez, Rafael Cappelli, Luiz Ortega, Anelene Putini, Julianna Carvalho Media: Maurício Almeida, Luana Gallizzi, Nathalia Oliveira, Gabriela Guedes, Marcela Celestrino, Mariana Gentil Planners: Rita De Cassia Almeida, Rafael Camilo, Ligia Paes Barros, Gabriela Sanchez, Fernanda Neves, Mariana Brandão
Date
October 2017
Background
Guaraná Antarctica, the Brazilian soft drink brand, launched a new surfboard 80% manufactured from PET (Polyethylene terephthalate) plastic. In 2012, the brand became the first soft drink manufacturer to produce the first 100% recycled PET bottle in the Brazillian market, and following its success, Guaraná Antarctica launched the second project in their continued commitment to recycling.
Idea
In a sustained effort to protect the environment, Guaraná Antarctica has expanded their vision from bottles, to surfboards. The brand has a natural loyalty to surfing, as the existing sponsor of the 2014 WSL World Surfing Champion and renowned surfer Gabriel Medina, as well as other prominent Brazilian surfers. The project, created by F/Nazca Saatchi & Saatchi, used 756 PET bottles in its production process, which is detailed below and available as open source.
https://www.guaranaantarctica.com.br/surf/2017/09/27/uma-prancha-de-todos/
The campaign film Rewind, ran online, promoting the initiative and raising awareness about the correct way to dispose of PET bottles, most commonly used for soft drinks, and the environmental importance of recycling. Through a series of slow motion suequences played in rewind, we can see how recycling can help repair the damage that modern life has done to the world. The text within the film emphasises this message by telling us, “When you recyle, nature recycles.”
The Guaraná Antarctica surfboard was designed by renowned surfboard designer Neco Carbone and was used in the film by surfer Samuel Pupo.
The first surfboard launch to the public was part of a personal collection by Gabriel Medina, who travelled the world with the board on a promotional tour.
Theo Rocha, creative director of F/Nazca Saatchi & Saatchi said, “It is always very exciting to be able to create a product that sends exactly the message that we want.”
Guaraná Antarctica has also partnered with surfwear manufacturer Rip Curl, who have launched a collection of t-shirts made from 50% cotton and 50% polyester directly from recycled PET bottles. The designs of the t-shirts were also developed by F/Nazca and were made available for general sale to the public.