Carequinhas: Bald Cartoons


This example was chosen by Mediacom Beyond Advertising’s global head James Morris as part of the BOBCM panel I helped to put together with the BCMA’s CEO Andrew Canter as part of the Branded Entertainment & Content Summit (BEC) at Cristal Festival last month.

James chose the Brazilian Carequinhas – Bald Cartoons campaign that won a lot of awards at Cannes last year. It’s about the plight of young children that suffer with cancer and become bald, and how this alienates them from their friends and their inclusion in social experiences:

This is a great example of what branded content tries to achieve because it is about developing a big creative platform from which you can create lots of content from.

This is a theme that Avi Savar and I discussed in my recent interview with him, but for James it’s also about Branded Content helping to create emotional engagement with consumers, which is more difficult to do when working with the usual ad formats like 30 second spots and print:

The job of Branded Content is really to take consumers on a journey, and actually tell a deeper brand story that you can emotionally engage consumers with.

You can find out more about why James chose this example to help define branded content and how it is different from advertising along with other examples chosen by panel participants here. If you’d like to share an example then please tweet me via @juzzie using the #BOBCM hashtag or get in touch through the contact page.

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.