This is the concept behind Olá’s new campaign, which has arrived to bring all the Portuguese out of hiding and welcome the summer.

A beach. A bear. A pair of sunglasses. Loads of Olá ice creams in the mix. And a classic hit from Smash Mouth. That’s how Olá welcomes summer – with a multi-channel campaign packed with WYcreative’s signature creativity. The invitation is simple and unexpected: “Wake up from hibernation. Say hello to summer!”

At the heart of the campaign is a bear, still half in hibernation, stylishly strolling along the beach to the sound of Smash Mouth’s “All Star.” He quickly catches the summer vibe and transforms as he enjoys an Olá ice cream.

The bear is the perfect embodiment of the brand’s invitation to all Portuguese people: to leave winter mode behind and awaken to the joy, happiness, and togetherness that summer brings.

Olá is synonymous with summer and happiness in Portugal — and that gives us the responsibility to surprise people every year. ‘Wake up from hibernation’ is about feeling summer again, with everything it brings: sunshine, energy, smiles — and, of course, Olá ice creams. Because there’s no better time of year to be happy,” says Bernardo Mello, General Manager of Olá in Portugal.

“When we got the briefing, we immediately knew we wanted to avoid the obvious. But we also knew that, for the communication to truly live up to the brand, it had to be more than just another summer campaign — it had to be a memorable moment. After all, summer and Olá are already synonymous with happiness. We had to create something as unforgettable as the simple act of enjoying an Olá ice cream. That’s when the word ‘Desiberna-te’ was invented — and that invention gave us both the tone and the creative freedom to build a concept and a visual universe that’s unexpected, fun, and unmistakably Olá.”
emphasize Sérgio Lobo and Tiago Varino, Creative Directors at WYcreative.

The campaign will run on TV, digital, and outdoor channels, and is set to launch on June 11th — promising to ‘wake up’ even the sleepiest for the summer of 2025.

A local production that combines national creativity and 3D technology to bring to life an unexpected, fun, and… very refreshing story. The project was handled by Playground, with post-production and 3D work by Glimpse.