Rede Amazônica Roraima Production Nominated for Galo de Gramado Award
A production by Rede Amazônica Roraima, titled "Lembranças de uma ex-BBB roraimense" (Memories of an ex-BBB from Roraima), has been selected as a finalist for the 25th World Advertising Festival of Gramado. The promotional content is competing for the Galo de Gramado 2026 award in the Entertainment Promo category, with the winner determined by public vote. The piece features influencer and former Big Brother Brasil 11 participant, Paulinha Leite, the only individual from Roraima to have ever competed on the reality show. In the video, Paulinha takes her friend's daughter for a fun outing to a trampoline park. There, she encounters a toy that triggers memories of her participation in the iconic Guaraná challenge during BBB 11, a competition that significantly marked her time on the show. Despite the nerves and recollections, Paulinha enjoys the activity with the child's encouragement. The Galo de Gramado award celebrates outstanding achievements in advertising and communication. Public voting is accessible online via the festival's website, requiring users to create an account and select the "Promo de Entretenimento" category to cast their vote for the nominated piece. The production team included Gabriella Lira, Deborah Gurgel, and Lena Galvão for script and production, José Caetano for editing, Alexandre Torres for finalization, and Marcelo Villa Real for images.
This nomination highlights the intersection of local media production, influencer marketing, and nostalgia in promotional content. The strategy leverages the public's familiarity with reality television personalities and iconic show moments to create engaging advertising. By linking a relatable personal memory to a promotional product, the content aims to evoke positive emotions and strengthen brand recall. The reliance on public voting democratizes the award process but also introduces a popularity contest element, potentially favoring content with broader social media reach over purely creative merit. As media consumption evolves, such collaborations between broadcasters and influencers will likely continue to be a key tactic for capturing audience attention and driving engagement in a crowded digital landscape.
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