Stella Artois
Uncomfortable Food

According to data, 96% of home kitchens in Brazil are led by women,
while only 7% of award-winning restaurants are run by them (IBGE / Chefs Pencil).

This disparity caught the attention of Stella Artois, which, in partnership with chefs from all over Brazil, launched a menu that transforms the discomforts experienced by women in gastronomy into original dishes. 

We have used "comfort food" to highlight this social issue through "Uncomfortable Food", a term that reflects the barriers they face.

Renowned chefs from across the country came together to bring this gastronomic experience to life – each dish is a reflection of the current gastronomy scenario and an invitation to change, focusing on three main pillars: visibility, recognition, and training.


During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.

The launch dinner, where the menu was unveiled, was a huge success.

The movement spread even further: our chefs were spotted all over the country, demonstrating that the present of gastronomy is female.

The gods of food are different, huh?

Behind every success story there is some support that is not always known. In the gastronomic world, women are not always given the leading role - until now.



What about start to see them shine even brighter?

Mercado Libre
Hay Moda en Mercado Libre

There's more in this box than you might think:
there's fashion on Mercado Libre.

This is the premise of the Mercado Libre's LATAM campaign, aiming to showcase that in Latin America's largest e-commerce platform, you can find everything, including fashion.

  

Through transitions, we unveil the cardboard outfits to reveal Mercado Libre's clothing, beauty products and accessories.

The best of fashion are inside our cardboard boxes :)

Vult - O Boticário
Bem-Vinda

The process of discovering female beauty extends beyond looking in the mirror.
Far from the stereotypes created about what is "beautiful", beauty for many women reveals itself during various moments in life, when reflecting on their emotional baggage, journeys, scars, desires and unique traits.

In parallel with this, makeup, which once served as an imposition reinforcing unattainable standards, has now become a true tool and choice for those seeking
to enhance their features and express themselves to the world.

In a poetic way, the 70-second film captures the symbolic scene of this moment of self-encounter, involving the mirror and makeup.

Isabel walks up to a dressing table as the song "Bem-Vinda", created specifically for the campaign and performed by the renowned singer Cida Moreira, sets the tone.

The original song takes us into an intimate and contemplative moment, bridging the actress's life with that of many other women.

"Bem-Vinda" was so well-received that the lyrics were made available on various platforms for the audience to follow along.

      

     
    

This project arrives at a time of significant cultural excitement surrounding Isabel, who has solidified her presence in the Brazilian television drama landscape.


The outcome? Within 48 hours, the campaign registered over 49% of the estimated impact for the entire campaign.
Additionally, there was a remarkable 571% increase in views on YouTube within the first 24 hours.

The campaign achieved 20M impacts (74% higher than the 2022 goal) and a growth of over 768% in organic views on Instagram.

  

     

The campaign reinforces Vult's new positioning, "Voa, que o mundo é seu" (Fly, the world is yours), focusing on the power of this message about connection and discovery, reinforcing in the concept of female empowerment that the brand embodies.
 

 

Piraquê
A Cidade da Bolacha

Original recipes. Of original cookies. Wait. Cookies?
In most parts of Brazil, a cookie is called "biscoito". But not in São Paulo:
here, people call it "bolacha".

All the cookie packages in Brazil read biscoito. That's why people from
São Paulo have always heard that bolacha doesn't exist. How can we
change that?

 





To celebrate São Paulo's city anniversary, Piraquê, a brazilian cookie brand whose tagline is "A receita é ser original" (the recipe is to be original), gave the city's population one of their greatest originals.

After all, São Paulo is the City of Bolacha and deserves this original gift.

To make it even more impactful, we created a film that celebrates the city and announces the bolacha. 


Supla, an original singer from São Paulo, was the voice of it.

          
            The silhouette of the state, which is a signature of the city's sidewalks,
            was also brought to the identity of the packaging, which has the term
            bolacha written.

          

Celebrities then posted the new package on their social media.