LILYBI AND ORTHOPEDIC

Empowered children

Approaching children and young people to launch brands and products.

The client

Lilybi was an initiative by Piccadilly to enter the children's footwear market with a new brand. Bistrô was called to create the visual identity, concept and launch campaigns.

Objective

In a super competitive scenario, how to seek a brand positioning that could make Lilybi stand out?

Strategy

We understood that it was important to bring the girl Lilybi into a universe of play and fun, and not just fashion.

It's fun

be a girl

To position the new brand, we understood that it was necessary not only to encourage girls to “ be whoever they want to be ”, but also to find this inspiration and strength within themselves, to form a more self-confident teenager who is capable of not mirroring herself in stereotypes.

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Actress Mel Maia, recognized for her talent as a child actress, was chosen to star in the launch campaign for the new brand, translating the spirit of the Lilybi girls.

Lilybi Jingle

A fundamental element of our audience's expression is music , an inseparable part of young people's daily lives. Apps like musica.ly and then TikTok have confirmed this trend, which we anticipated when we thought of a catchy jingle for the brand .

Dim, dim dim

Lilybi says so

I'm going to leave the dressing room

I'm going to jump through the garden

I will be everything I want

I'm going to get a ten on the report card

My clothes have satin

In my sesame snack

In Lilybi shoes I'm like this

One hour dummy

Another day swordsman

I can do anything, yes I can

Lilybi, Lilybi… Lilybi!

“

Click here to listen

According to the book “Raising Girls” by psychologist Gisele Preuschoff, girls grow up to be braver and accept challenges more easily than boys. However, it is during pre-adolescence that their insecurities grow and their self-esteem decreases. Much of this is due to the fact that they are discouraged from going further.

The campaigns created for Lilybi with actress Mel Maia and also with child singer Rafa Gomes, finalist of The Voice Kids, sought to associate the brand with a discourse of empowerment for girls, moving away from the commonplace of the competition.

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The client

Ortopé is a traditional Brazilian children's footwear brand, founded in 1956 in the city of Gramado . Today, it is part of the Paquetá Group.

Challenge

Ortopé innovated when it launched the Estica e Puxa sneaker, the name given to the new shoelace closure system, where resistant, colorful, customizable and collectible rubber bands replace traditional laces. From then on, product innovation became a strategic axis for the brand's growth.

Objective

Two innovative products, but difficult to communicate, brought great news

to the market

Strategy

It was important to make the product's innovative attributes clear in its naming, visual identity and campaigns.

The launch of the ZipMax Orthopedic Shoe brought the challenge of communicating several attributes (wheels, rechargeable lights and a zippered upper). The creative idea behind the campaign was to provide customers with information about the product's innovations through a jingle and a demonstration of the product in use.

Special packaging

Inspired by classic joysticks, we created special packaging for ZipMax, a top-of-the-line collectible item, just like the product.

Visual identity

In the naming, identity and campaign, we worked on fundamental aspects of product innovation: the presence of a zipper to change the upper and the attributes that make the product stand out.

The following year, the launch of a new innovative product also involved Bistrô in defining the naming, visual identity and campaign.

The LetraLED Orthopedic Shoe allows words to be programmed to be displayed on a hidden LED panel in the upper of the shoe. The challenge here was also to highlight the commercial attributes of the new product.