Ápice 360º and Unimed put the “Guardian Angel on vacation”

A “cool”, sarcastic Guardian Angel enjoying his well-deserved rest illustrates the new Unimed Criciúma campaign, created by the Ápice 360º agency. With the aim of drawing attention to a great offer along with business plans, the idea was based on showing that those who count on Unimed's benefits are super protected – and no longer even need a Guardian Angel.


Creation

For Ápice 360º's customer service director, Paula Biff, the campaign is the result of creativity combined with a client who invests in good ideas. “Using humor to talk about health is a fine line. Still, the client invested in the innovation and creativity of the advertising. After a few months of work, taking care of every detail, we reached this great result”, highlights Paula.

According to Ápice 360º's content director, Lucas Borges, the campaign met all pre-established objectives. “The first challenge for every advertiser is to be heard, to stand out amidst the avalanche of advertising appeals. Using humor, we managed to retain the public's attention and, subsequently, we released a very aggressive commercial offer, with the advantages of having the best health plan. Without a doubt, it will be another campaign with great results”, he anticipates.

Datasheet

Advertiser: Unimed Criciúma
Agency: Ápex 360°
Executive Director: Lucas Borges and Felipe Borges
Customer Service Director: Paula Biff
Client Approval: Leandro Avany Nunes, Mariane Carvalho Moro and Mirella Marangoni
Creative Director: Fernando Cabral
Art Direction: Milene Conci
Editor: Fernando Cabral
Planning: Paula Biff and Lucas Borges
Media: Juliano Pagani and Marieli Ávila
Billing: Gabriele Albuquerque
Producer: Cuka Filmes
Stage Director: Fábio Peixoto
Director of Photography: Felipe Aguillar
Production Director: André Mello
Executive production: Leonardo de Souza
Commercial Director: Antônio Martendal
Customer service: Marta Koetz
Pre-production coordination: Priscilla Moraes
Post-production coordination: Jéssica Pereira
Art Director: Fabiana de Carvalho
Camera assistant: Jorge Bauer
2nd Camera Assistant: Guilherme Schulze
Electrician: Alexandre Miranda
Driver: Rafael Miranda
Direct Sound Operator: Israel Manerich
Catering: Paula Zippe
Cast: Parler
Styling: Manuela Matias
Beauty: Carolina Minni
Audio: Creative
Editing: Fábio Peixoto
Color: David de Lima
Finishing: Lucas Gomes and João Lucas

  Media The “Give your guardian angel a vacation” campaign is broadcast on TVs, radios, newspapers, news portals, social media and OHH media throughout the south of Santa Catarina.