Wieden+Kennedy São Paulo fights heavy metals with heavy metal

The project includes the launch of the single Metal Cycle with versions in Portuguese and English (both were co-written by the artists). Developed by W+K, with audio production by Mugshot, the project also features a music video produced by British studio Fromm, which specializes in 3D art and illustrations, alongside a partnership with Billboard Brazil magazine, which plays an important role in supporting the media strategy and editorial content initiative.

"Most people aren't willing to listen when you start talking about veganism," says Alexandre Giampaoli, creative director at Wieden+Kennedy São Paulo. "With this resistance, they end up spreading misconceptions, such as the idea that fish is a healthy alternative to other types of animal protein. Hence our idea of creating a heavy metal band, Heavy Metals, to sing about the heavy metals found in fish – an ironic way to make consumers listen to and reverberate the message from Sea Shepherd Brazil."

Speaking of the music, guitarist Bertolaccini notes, "We thought about bands like Ignite and Motörhead. Juninho sent a foundation with the idea and structure he had for the song to the entire band. From there, we fit in the lyrics. Dirk used it as a guide to remotely record the drums, and then we recorded here in Brazil. On the guitar, I followed the same foundation, created a solo, and new arrangements that emerged during the recording. In the end, with each person's vocal and playing style, we had various characteristics coming together."