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ALMAP BBDO’s tribute to music star wins Grand Prix

BRAZILIAN agency ALMAP BBDO Sao Paolo has clinched the Entertainment for Music Grand Prix for ‘Errata at 88’, a moving campaign on behalf of Johnnie Walker. 

The entry sought to right a historic wrong, by recognising the key role that Brazilian singer Alaíde Costa played in the growth of Bossa Nova. 

Racism, elitism and sexism meant that Costa’s role had never been acknowledged, so ALMAP BBDO created an integrated campaign to tell her story to new generations and rewrite her name as one of the creators of Bossa Nova. 

The hugely effective campaign culminated with Costa performing in Carnegie Hall — and receiving a standing ovation. Dovetailing neatly with Johnnie Walker’s emphasis on people’s journeys, it also did wonders for the brand’s market share.

Jury President Madeline Nelson, also US head of independent label relations, Amazon Music USA, said the campaign was “a great example of a brand leaning into a story, and taking time to build an authentic campaign around making something right. The brand wrapped its arm around this injustice.”

Nelson said the jury saw a lot of purpose-led work and some great examples of tech — including an entry entirely cut together using CCTV footage. She was also struck by the power of music to deliver as “a universal language”.

There were also two Gold Lions for entries from the US and Spain.


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