Jose Henrique Borghi is the face behind the popular Open Smile campaign by Fini. Fini hopes to turn a bad mood into a good one with every product their consumers buy. And Jose Henrique is making this vision a living reality.Jose Borghi is the CEO of the Brazilian Ad Agency, Mullen Lowe. A career in Brazilian advertising was not something Jose pictured as a child. Jose Henrique discovered his passion in advertising at theater exhibition hosted by Cannes. The exhibition was a competition between Ad creators, all hoping to win the Cannes Award. Little did he know he was going to win the Cannes award himself years later.
After launching Mullen Lowe Brasil, Jose dived head first into his passion. One of his successful advertising campaigns is Mammals of Parmalat. Jose Henrique Borghi dressed children in animal costumes. He filmed them singing along to great Brazilian Country hits like ‘It is the Love’ by Luciano and Zeze di Camargo. This campaign remains one of his iconic works in Brazilian advertising.Jose Borghi creates ad campaigns that leaves an impact and urges the consumer to take action. It is because of this unique quality that Fini took him on board for their new Open Smile campaign. Fini is the largest condiment manufacturer in Brazil. They have candy stores in 80 countries.
Fini is taking a new direction by promoting a smile in every pack of candy they sell. The Open Smile campaign is both an online and offline campaign. Jose Enrique is in charge of the offline campaign. He currently has over 7 ad films airing in Paid TV and movie theaters.Jose’s Open Smile films put people in everyday situation. It could be a good or bad moment that deserves a Fini candy. Fini condiments will turn a bad mood into a good one, and a good one to a better one. This is the theme of Jose Enrique’s offline campaigns, and it is definitely working. If you want to read full article : Click here.