Desengaveta
Desengaveta

March 2016, São Paulo

Desengaveta

When TV channel GNT brought us the mission of creating a new fashion show, we knew the challenge was bigger than just delivering good entertainment - we had to create an authentic format that could usher a new way of doing television inside GNT. And that's how Desengaveta was born.

It is the first program of the channel that is born totally integrated to the internet. Celebrities are challenged to "desengavetar" (an expression that means to empty your drawer) clothes that they don’t really use and put them up for sale.

An online store selling the products that the celebrities take out of their own wardrobes during the show is inaugurated at the exact moment the program is aired.

That way, Desengaveta creates a solution to one of the biggest challenges of cable TV today - ensuring a captive, real-time audience and the ability of the channel to maximize on advertising revenues.

Quoting Fashion and Innovation Editor Maria Prata: “It’s one of the best ideas I’ve ever seen on TV to talk about fashion. It’s thought of (and works as) a real multi-platform show, just like every show dreams of being, but not many manage to be.”

Desengaveta aired for the first time in September 2016 and, only two months later, it was already an audience and commercial success. The online store has over 70 thousand followers and its products sell out quicker every week.

Our Mission

Create and launch a new, multi-platform program about fashion for GNT. It needs to be authentic entertainment that shines light on the diversity of Brazilian women and reflects their new consumer behavior.

We will prototype a teaser for the program that presents its concept, name and format. We will also create a pitch for potential advertisers.  

The result will be presented on Monday to a group of invitees.

Around the Table
  • Ana Luiza McLaren, Founder of the online store Enjoei
  • Caco Neves, Designer and Art Director
  • Camila Coutinho, Creator of Garotas Estúpidas, one of the biggest fashion blogs in Brazil
  • Cris Bartis, Executive Creative Director at Pontomobi and Creator of the Mamilos Podcast about women’s issues
  • Eduardo Biz, Editor-in-chief at Ponto Eletrônico, Trend Forecaster and one of the creators of the documentary Lowsumerism
  • Gabriel Giacomini, Developer
  • Juliana Luna, Creator of the Tribe Project
  • Rafael Caldeira, Strategy Leader at SOKO
  • Renata Chebel, Video Maker
GNT Participants
  • Daniela Mignani, Channel Director
  • Eduardo Salvador, Director of Regional Advertising, Globosat
  • Fabiana Gabriel, Digital Manager
  • Mariana Koehler, Content Director
  • Patrícia Koslinski, Content Coordinator
Mesa Team
  • Ligia Giatti
  • Livia Araujo
  • Isabella Nardini
Job titles and companies may have changed since the date of this Mesa.

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