The-Bar & NOIZE Record Club
DDD Destinos com Drinks e Discos
Why does analogue feel so good?
In a world obsessed with speed, where everything is instant and digital, more and more people are vibing with the slow burn of analogue media — vinyl records, film cameras, even the simple act of being offline.
There’s a name for this craving: tactile nostalgia.
It’s the pull toward hands-on, ears-on, even tongue-on experiences that engage the senses in ways screens can’t.
Buying music on vinyl.
Sipping cocktails in a listening bar.
They're not just activities — they're urban rituals.
They add texture to time. They slow us down.
In a fast-paced, hyper-curated world, they remind us that presence isn’t something to scroll past — it’s something to feel.
Launched for Valentine’s Day 2025, DDD – Destinos com Drinks e Discos is a branded content initiative by The Bar and NOIZE Record Club, with support from Johnnie Walker. The project introduced Brazil’s first Listening Car — a mobile vinyl bar experience — and a curated digital guide highlighting 19 listening bars in São Paulo. Blending mixology and music culture, the campaign positioned urban rituals as meaningful alternatives to traditional celebrations, aligning with Johnnie Walker’s brand narrative around progress and cultural expression.
The project combined editorial storytelling, social media activations, and real-world experiences to generate engagement and relevance. A key moment of the campaign was the PR stunt on Brazilian Valentine's Day, featuring one of the most high-profile influencer couples of the year, Isa Scherer and Rodrigo Calazans, in a romantic ride aboard the Listening Car. Their participation amplified visibility across digital platforms and helped translate the concept into a relatable, lifestyle-driven experience, reinforcing the campaign’s cultural impact.
Digital Lead The-Bar Pascoal Martorelli
Senior Analyst The-Bar Reidiner Azevedo
Executive Creative Direction NOIZE Rafael Rocha
Commercial Direction NOIZE Pablo Rocha
Operations Direction NOIZE Leandro Pinheiro
Planning Direction NOIZE Cássio Konzen
Creative and Strategy Direction Nanda Carneiro and Carla Silva
Commercial Direction Pedro Neiva and Thiago Hackradt
Head of Projects Diego Paz
Project Management Thaís Dalenogare and Rafael Grenda
Visual Identity Giba Bittencourt
Art Direction Giba Bittencourt, Jéssica Porto and William Oliveira
Copywriting and Script Nanda Carneiro, Gabriela Javornik, Ana Laura Pádua and Isabela Yu
Text Editing Isabela Yu
Community Coordination Albert Fagundes, Thaís Dalenogare, Carla Silva, Gabriel Dias and Gabriele Souza
NRC Coordination Juliana Ribeiro
Production Direction Marina Fortes
Production Coordination Tâmila Carvalho
Assistant Producers Pedro Lobo and Hélissa Fernandes
Post-Production Coordinator Ana Dolfini
Video Editing Gabriela Miyahara and Pedro Krum
Color Grading Renata Fischmann
Motion Design Gustavo Brandalise
Analog Photography Camila Tunon
Film Direction Caio Valverde (Qualé Sinistro)
Assistant Direction Jessica Bragio
Director of Photography Pedro Viana, Rafael Mattar
Camera Operator Angela Sugai
Camera/Lighting Assistant William Gomes
Mobile Maker Carol Fonseca
Original Music Raphael Eunãotodoido
Drone Operation Nicolas Forte