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De Tirar o Chapéu
De Tirar o Chapéu launches Vivo Lite, Vivo's subscription mobile plan paid annually in instalments by card or Pix, with country singer Ana Castela fronting a product campaign for the first time after two years as the operator's ambassador. The film plays on the Brazilian expression "tirar o chapéu" (to take your hat off to something) and on Castela's signature cowboy hat: stepping out from a painted purple desert backdrop into a pop-western set, she insists she doesn't tip her hat for just anything, blasts a "wanted: bill" poster into sparkles with a tap of the brim, pulls the Vivo Lite pack from a cactus and rides a fairground carousel whose horses carry the data allowances, before finally taking the hat off. The launch ran across TV, digital, social and out-of-home, with influencer activations and in-store materials where the hat became the centrepiece of the point-of-sale design.
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