optimus presents its new signature: “what unites us is

Sonaecom
Direcção de Comunicação Institucional
R. Henrique Pousão, nº 432 – 3º
4460-841 Senhora da Hora
Tel: 93 100 2000
Fax: 22 011 18 50
E-mail: [email protected]
Website: www.sonae.com
BAN
João Santos Pereira
Tel: 21 319 56 42
Móvel: 93 761 23 32
E-mail: [email protected]
Porto, 19 October 2011
OPTIMUS PRESENTS ITS NEW SIGNATURE:
“WHAT UNITES US IS OPTIMUS”
With the goal of strengthening the central role that the brand plays in linking people together,
Optimus starts a campaign tomorrow in which it presents its new signature ‘What unites us is Optimus’,
together with a new theme tune and the involvement of a number of personalities from the world of the
arts and show business in Portugal.
The new signature ‘What unites us is Optimus’ stresses the values of proximity and emotional
involvement of the brand, while it also represents the technological aspect that underlies it.
The
operator’s new claim also signifies that today there are new and innovate ways of contacting people, but
which are also unconventional and in tune with a world of technology that is advanced and part of the day to
day life of Optimus.
The theme chosen to accompany this Optimus communication from now on will be the popular Beatles
classic “All Together Now”. According to Hugo Figueiredo, Marketing Manager at Optimus, ‘this theme
seeks to express the strong links that the brand wants to project, both in terms of the proximity of the brand
to its customers and the relationship that its own customers have with the people around them. The new
signature encapsulates the mission of the brand, which is to facilitate contact and links between people,
bringing people’s lives closer together and making them more exciting”.
As part of this new Optimus signature, the creative development of which was undertaken by Euro RSCG,
the brand will be starting a heaving multimedia campaign as from tomorrow the 20th of October.
The film for the television campaign, produced by the “Ministério dos Filmes” (Ministry of Films) and shot
entirely in Lisbon, illustrates the impact that the new Optimus music has on the lives of people who use
Optimus products and services every day.
For the radio advertisements, Optimus challenged eight Portuguese artists to reinterpret the classic song
“All Together Now”, through “improbable” duets that demonstrate the power of the links established by the
brand across the whole spectrum of society. These duets, sung by Carminho and Moonspell, Rui Reininho
and Quim Barreiros, Mind da Gap and Avô Cantigas, Manuel João Vieira and Mónica Ferraz, interpret the
new music of Optimus in different styles
styles.
Portuguese Arts
s and Show linked to Optimus
In order to carry out the exterior campaign, Optimus relied on the work of well known personalities from a
wide range of areas such as music, entertainment, art and fashion, the aim of which was to graphically
interpret the new signature “What unites us is Optimus” through different artistic forms.
The campaign’s creativity was the job of the artist Joana Vasconcelos, the chef Chakall, the actress Inês
Castel-Branco, the TV presenter João Manzarra, the fashion designer Katty Xiomara, the musician Rui
Reininho, the comedians Nilton and Francisco Menezes, the illustrator Corleone, and the musician
th
‘Pacman’, whose original work can be seen as from the 26 of October across the whole country.
Technical Details – TV Film Campa
Campaign What unites us is Optimus
Producer – Ministério dos Filmes
Executive Producer – Alberto M. Rodrigues
Director – Marco Martins
Photography – Carlos Lopes (Cácá)
Art Director – Wayne dos Santos
1st Assistant Director – João Pedro Ruivo
2nd Assistant Director – Jorge Rocha
Production Manager – Celina Morais
Production Supervisor – Maria Miguel Lima
Make Up – Nani
Wardrobe – Arranca Corações
Production Assistant –Valter Mendonça
Stage Assistants – João Madeira/Paulo Cabrita
Research – Catarina Guerra
After Production Manager – Duarte Ribeiro
Off-line Editor– Marco Miguel
Sound – José Baraona
On-line – Ingreme
Voiceover – Ameba
Sound track – Maestro Nuno Maló
Copywriters: Célio Sales, Marcelo Henriques, José Vieira, Nuno Leal, Filipa Neves
Accounts: Filipa Sapeira, Ana Luísa Paiva
TV Producer: Carlos Câmara
3 Days of Filming in Lisbon, Lisbon historic centre, Monsanto, Restelo Stadium, Lx Factory, involving various
leading actors and 200 extras, lots of animation and music during a three day period with a technical team of
50 people.
O que nos liga é Optimus