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Experiential
will bank: The "Maybe Next Time" Store
THE “MAYBE NEXT TIME” STORE. THIS NOSTALGIC POP-UP STORE TAKES ADULTS BACK TO THE PAST TO FULFILL THEIR CHILDHOOD DREAMS.
If you enter a Brazilian store and hear a mother or father saying to their children "na volta a gente compra", they mean two things – "maybe next time, dear" and that they are never going back to buy it. It might sound funny at first, but the phrase "na volta a gente compra" also explains how the shortage of money helped to shape Brazilians’ behavior. A study on financial dysmorphia led by will bank revealed that almost 80% of Brazilian adults said that they would like to own things their parents could not afford back then. Based on this study, Beta Collective turned the phrase "na volta a gente compra" – "maybe next time" – into a store filled with iconic toys and other nostalgic memorabilia that defined the childhood of Brazilian kids in the 80s and 90s. Adults who struggled back then could finally go back in time and take the items they had always dreamed of for free. “It’s an unusual concept for this Christmas, coming from an unexpected Santa,” explained Bernardo Tavares, Beta Collective’s Founder and Creative Director. This PR stunt is getting massive coverage on Brazilian TV stations and in media outlets. The 'Maybe Next Time' - The Shop was inaugurated in one of the busiest subway stations in Brazil, in one of the most densely populated commerce hubs in Latin America – Rua 25 de Março, in São Paulo. In just three days, more than 1,000 people visited the store and finally fulfilled their childhood dreams. The film for this activation features a Tamagotchi introducing the store to the public. It was directed by Marilia and Fabio Meirelles, sibling film directors who operate under the pseudonym IM (Irmãos Meirelles). They have been long-time partners of the creative Bernardo Tavares, collaborating on campaigns for Burger King and Cerveza Patagonia (The 5 Billion Star Hotel).
Brand: will bank |
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