Most campaigns today tend to spotlight the technology itself. PEDIGREE® takes a different route.

With the launch of melhoramigo.ai, the brand shifts attention from what AI can do to what actually matters. The platform is designed to encourage responsible dog adoption in Brazil, while reinforcing the idea that genuine companionship cannot be replicated.

This Dog Adoption Campaign Brazil initiative focuses on helping people find the right companionship through technology.
 

 

A Teaser Campaign That Felt Like a Tech Launch

The rollout began quietly, with a series of unbranded placements across São Paulo. Minimal black and white visuals carried a simple promise: an AI that could help you find a friend.

Without any brand attribution, the campaign created curiosity. It looked like another AI product entering the market, which made people pause and question it.

Brazilian creator Felca added momentum by reacting to the idea of AI-based friendship, opening up a broader conversation around loneliness, technology, and human connection. This early phase helped position the campaign within a cultural context rather than just a marketing effort.
 

 

The Reveal: AI as a Tool for Real Connection

Once PEDIGREE® revealed itself, the message became clear. AI is not the solution to companionship. It can, however, help people find it.

The platform melhoramigo.ai is designed to connect users with dogs available for adoption through nearby shelters and NGOs. The idea sits at the intersection of AI in pet adoption and human-animal relationships, making the technology useful without letting it take over the story.

Dog Adoption Campaign Brazil: How melhoramigo.ai Supports Responsible Dog Adoption

The platform goes beyond simple listings. It introduces a more thoughtful approach to adoption.

Users interact with a conversational interface that asks questions about their lifestyle, preferences, and expectations. Based on these responses, the system suggests dogs that are more likely to be a good fit.

Key aspects of the platform include:

• AI-powered dog matching based on personality and lifestyle
• Integration with local NGOs and shelters to promote real adoption
• Guided experience that encourages responsible decisions
• Focus on long-term compatibility, not impulse adoption

This approach aligns with growing conversations around ethical pet adoption and the importance of making informed choices when bringing an animal into a home.
 

 

 

The Insight Behind the Campaign

Created by AlmapBBDO, the campaign builds on a simple but relevant observation. As AI becomes more present in everyday life, it is often positioned as a replacement for human interaction. This idea is carried across digital and social platforms, building strong visibility across São Paulo.

This work takes a step back and questions that idea.

Instead of positioning AI as a substitute for companionship, PEDIGREE® uses it to highlight the value of real relationships. The contrast between artificial interaction and the emotional reality of living with a dog becomes the core of the campaign.

Why the Campaign Stands Out

Several elements make this Dog Adoption Campaign Brazil worth noting within the broader landscape of AI-driven marketing campaigns.

It shifts the role of AI
The technology supports the idea instead of dominating it.

It connects with a real-world issue
Dog adoption in Brazil remains a significant challenge, and the platform addresses it in a practical way.

It builds on brand credibility
PEDIGREE® has a long-standing association with adoption initiatives, which gives the campaign authenticity.

It uses culture, not just media
The involvement of Felca and the teaser phase helped the campaign feel part of a larger conversation rather than a standalone ad.

A Campaign Rooted in Purpose

At its core, this is not just about launching a platform. It is about reinforcing the importance of human-animal bonds at a time when digital interactions are becoming more common.

By combining AI technology with dog adoption initiatives, PEDIGREE® manages to stay relevant while remaining true to its purpose.

Final Take

The strength of melhoramigo.ai lies in its restraint. It uses AI in a way that feels practical and grounded, without overstating its role. In doing so, it redirects attention to something far more meaningful. Real companionship, built through everyday moments between people and their pets.

This Dog Adoption Campaign Brazil shows how technology can support real connection in a meaningful way.

For a campaign that starts by talking about artificial intelligence, it ends up making a strong case for something entirely human.

See more creative digital campaigns.

Credits
Agency: AlmapBBDO
Campaign: Melhor Amigo AI
Client: Mars
Product: Pedigree
Campaign: Dog Adoption Campaign Brazil

President & CEO: Filipe Bartholomeu
Chief Creative Officer (CCO): Pernil
Creative Vice Presidents: Fernando Duarte and Henrique Del Lama
Creative Team: Daniel Trimer, Gus Souza, and Guto Merino
Audiovisual Production: Diego Villas Boas, Victor Alloza, and Camila Graf
Chief Operating Officer (COO): Rafaela Alves
Account Management: Camilla Massari, Fernanda Portugal, Julia Marques, and Cynthia Bertoli
Chief Strategy Officer (CSO): João Gabriel Fernandes
Strategy: David Gross, Isabella Ayub, and Najara Bartolo
Special Projects: Julia Newman and Marilia Alves
Digital Production: Lilian Cavallini, Juliana Sousa, and Benext.ai
Art Buyers: Tereza Setti and Flávia Padrão
Client Approval: Natalia Ball, Chris Rodi, Ignacio Inda, Arren Beach, Ricardo Marinho, Clara Barin, Marina Moresco, Nathália de Angelis
PR: AlmapBBDO and Giusti

PR Agency: Weber Shandwick
Consumer Vice President: Laura Chiavenato
Senior Manager: Ariane Oliveira
Senior Account Executives: Ana Sciena and Natalia Iponema
Intern: Lais Gomes

Content & Media Agency: DPZ
Business & Projects: Isabel Rudge, Nathalia Ferreira, and Melina Busato
Content: Mariana Hasselman, Julia Cortizo, and Gabriela Passos
Media: Marcel Santos, Pedro Cunha, Rodrigo Ferreira, Thiago Bronel, and Isabela Tavares
Business Intelligence: Erica Nakamura, Bruna Monteiro, Matheus Severino, and Rafaela Alves

Influencer Agency: BR Media
Commercial: Paulo Fabricio, Andre Felix, and Pedro Perassoli
Planning: Pedro Dorta and Samira Chain
Account Management: Nicole Iasbech and Thais Vilanova
Business Development: Ana Shinyashiki

Illustrations
Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Planning: Le Alves, Beatriz Perrote, and Tommy Martins
Account Management: Camila Holzmann
Production: Laryssa Andrade and Felipe Ribs
Illustrators: Leandro Dexter and Leo Soares
Lettering: Ribeiro

AMPARA
President & Founder: Juliana Camargo
Co-founder & Executive Director: Raquel Facuri
Pedigree Program Manager (“Adotar é Tudo de Bom”): Luana Paola

Production Company: THE YOUTH
Executive Direction: Carol Cherobim, Eduardo Lubiazi, João Machado, and Yuri Maranhão
Executive Production: Carol Cherobim and Chico Pedreira
Account Management: Carol Cherobim, Camila Pires, and Lu Krasa
Production Coordination: Carol Cherobim and Stefanie Korb
Finance: Iza Lubiazi and Thiago Duarte
Directors: Vinicius Kluge and Janaína da Veiga
Assistant Director: Milton Gonçalves de Oliveira Filho
Director of Photography: Johann Stollmeier
Art Direction: André Gosmma
Casting: Renata Sheidt
Main Cast: Iamni Reche Bezerra, with pets Lucho Guida and Matilda
Supporting Cast: Danielly Francis Luchi Vieira and Duda; Rafaela Volpi Pedroso Gomes and Maria; Giulia and Luana Giovanella and Princesa; Amanda Caldas Pereira and Mole; Giulia Raffaela Bittencourt and Nala; Giovanna Duarte and Stella; Carolina Vieira Lowry and Tadeu Francisco; Camila de Brito Reynaldo and Rogerinho; Christian de Paula dos Santos and Doly; and Rosyane Mayre Pimenta Natal with Caramelo.
Production Director: Adri Lyra
Production Assistant: Mateus Martins
Production Runner: Camila Jaine Ferreira
Location Production: Daniane Almeida
Props: Rodrigo Bernardi
Wardrobe: Taciane Biehl Duarte
Makeup: Eliane Aptz
Catering: Laiz Roche and Kellyn Lino
1st AC: Rodrigo Gonçalo Fernandes de Jesus (Briza)
2nd AC: Adriano Santos Araujo
Video Assist: Carlos Eduardo Puchivailo
Head Electrician: Ricardo Pirolla
Electric Assistants: Leonardo Vinicius Vendrame Cichon and Matheus Henrique Alves de Oliveira
Key Grip: Flavio Romão dos Santos
Grip Assistant: Cleverson Gomes de Castro
Logger: Germano Carvalho Faria
On-set Veterinarian: Giulia Distefano
Animal Trainer: Adriana Gandolfi
Drivers: Carlos Alberto Dias and Roosevelt David Haidinger

Post-Production: COLOSSAL
Executive Post Producer: Dan Maia
Producer: Amanda de Oliveira and Mauricio “Kazu” Yamashita
Project Management: Amanda de Oliveira
Post-Production Coordinator: Nicole Lia Rêgo da Silva
Assistant Post Coordinator: Eduardo Harger
Finishing: Luciana Lima de Paula and Ricardo Jug
Editing: Henrique José and Luciana Lima de Paula
Designers: Eduardo Soldatti, Henrique Rocha, Bruno Guterres, and “Xinoby” Alexander Mojavi Dias
Additional Designers: Nuria Lima and Paulo Vaz
Motion Graphics: Scarnno, André “Ruivo” Alves Franco, Caique Moretto Lins Bezerra, Marcos Rigobello, Jhony Schimidt, Gabriel Rocha, and Guilherme Diniz
Color Grading: Johann Stollmeier
In Memoriam: Meg

Audio Production: Raw Audio
Music Direction: Hilton Raw
Music Production: Hilton Raw, Will Sebastião, Fernando Forni, Ricardo Pinda, and Rogerinho Pereira
Sound Design & Mix: Enrico Maccio and Philip Braunstein
Executive Producer: Carol Peternelli
Coordination: Robério Barbosa

This campaign is about:
dog adoption campaigns, pet care advertising, animal welfare campaigns, AI in advertising campaigns, PEDIGREE® Adoption Program, Best Friend AI, Dog Adoption Campaign Brazil

Imagine waiting for a bus late at night, alone at a dimly lit stop, feeling uneasy about your surroundings. Now picture having a virtual companion to keep you company until your ride arrives. This is the reality being brought to life by Eletromidia, Brazil’s leading out-of-home advertising company, through its innovative Abrigo Amigo project. Launched in collaboration with ad agency AlmapBBDO, this initiative is transforming bus shelters into safe havens while seamlessly blending cutting-edge technology with impactful advertising. As of March 17, 2025, the project is expanding across São Paulo, Rio de Janeiro, and Campinas, offering a fresh perspective on urban safety and brand engagement.

What Is the Abrigo Amigo Project?

Abrigo Amigo, originally known as “Guarded Bus Stop,” is an award-winning initiative that took home a Gold Lion at this year’s Cannes festival. Designed to enhance safety at bus stops—especially for women waiting alone after dark—it combines smart technology with a human touch. Eletromidia has partnered with major brands like Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, along with government support, to roll out 100 high-tech bus shelters across Brazil’s major cities.

The project kicked off with a successful pilot in Campinas in April and is now entering an exciting new phase. The first ten locations have just been unveiled in São Paulo, with plans to expand strategically based on local demand and user needs.

How Abrigo Amigo Works

So, how does this groundbreaking concept actually function? It’s simpler—and smarter—than you might think.

Nighttime Video Calls: From 8 p.m. to 5 a.m., the digital screens at these bus shelters switch from displaying ads to enabling video calls. Equipped with internet access, microphones, and night-vision cameras, they connect users to Eletromidia’s call center.
A Virtual Companion: Anyone waiting can chat with a friendly operator who stays on the line until their bus arrives, offering peace of mind during those vulnerable moments.
Daytime Advertising: During daylight hours, the screens revert to their original purpose—showcasing advertisements—making this a dual-purpose innovation.
This clever use of technology tackles a real social issue while keeping the advertising ecosystem thriving, proving that purpose and profit can coexist.

Why Abrigo Amigo Matters

Safety in urban areas, particularly for women, remains a pressing concern in Brazil and beyond. Abrigo Amigo addresses this head-on by turning a routine wait into a secure, supported experience. Alexandre Guerrero, CEO of Eletromidia, sums it up perfectly: “We’re thrilled about this new stage of the project, which has the potential to make a positive impact on the lives of thousands of people. Eletromidia is dedicated to transforming cities.”

Beyond safety, the initiative showcases how brands can align with social good. Rafael Gil and Rodrigo Almeida, executive creative directors at AlmapBBDO, note, “Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose.” It’s a win-win: companies demonstrate their technological prowess while contributing to a safer society.

Key Benefits for Users and Brands

Enhanced Safety: Women and other vulnerable individuals feel more secure at night.
Brand Visibility: Partnering companies gain exposure through a meaningful, high-impact campaign.
Innovative Tech: Eletromidia proves its leadership in out-of-home advertising with this forward-thinking solution.
The Rollout: Where and When
The project is unfolding in stages, starting with a soft launch of ten bus shelters in São Paulo. Rio de Janeiro and Campinas will follow, with the remaining locations activated based on data like user demand and local safety needs. This phased approach ensures the initiative adapts to real-world conditions, maximizing its effectiveness.

The pilot in Campinas laid the groundwork, and now, with private-sector backing and government collaboration, Abrigo Amigo is poised to scale up and make a lasting difference.

What’s Next for Abrigo Amigo?

As the project grows, it’s likely to inspire similar efforts worldwide. The blend of technology, safety, and advertising could become a blueprint for other cities grappling with urban challenges. For now, Brazil is leading the charge, showing how innovation can transform something as simple as a bus stop into a lifeline.

Final Thoughts: A Step Toward Safer, Smarter Cities

Abrigo Amigo is more than just a clever advertising gimmick—it’s a testament to the power of technology to address real human needs. By making bus stops safer and more connected, Eletromidia and its partners are setting a new standard for what out-of-home advertising can achieve. Whether you’re a commuter seeking security or a brand looking to make a meaningful impact, this project offers something worth celebrating. As it expands across Brazil in 2025, Abrigo Amigo is proving that small changes can lead to big transformations—one bus stop at a time.

Credits
Campaign: Abrigo Amigo
Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo
Liaisons: Fernando “Fefo” Silva and Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Approval: Lucio Schneider and Marcelo Pacheco

This campaign is about:
Abrigo Amigo project, Eletromidia, Women safety, Bus stops, Brazil, Smart Tech, São Paulo, Rio de Janeiro, Urban safety, out-of-home advertising, innovative bus shelters, safety technology, AlmapBBDO, women protection, Brazilian cities, public safety initiative, OOH Campaigns.

At the heart of this initiative lies the innovative “Brahma Phone,” a device conceived to liberate party enthusiasts from the burdensome presence of high-tech gadgets. Brazilian Carnival, a celebration synonymous with unbridled joy, often sees attendees fretting over the safety of their smartphones amidst the festivities. Brahma’s response to this conundrum is both ingenious and straightforward: provide a stripped-down mobile device equipped only with essential functionalities like calling, SMS, GPS, a transportation app, and an 8-megapixel camera.

The introduction of the Brahma Phone at Carnival received an overwhelmingly positive response, prompting the brand to extend its reach to other iconic events worldwide. Crafted in collaboration with Brazil’s Africa Creative of Omnicom Group’s DDB Worldwide, this initiative underscores Brahma’s commitment to solving real problems for consumers eager to embrace life’s celebratory moments without impediments.

Sergio Gordilho, Co-President and CCO of Africa Creative, emphasizes Brahma’s multifaceted approach, stating, “Brahma is more than a beer; it’s a brand that solves real problems for those eager to celebrate life fully.” The Brahma Phone epitomizes this philosophy, offering festival-goers the freedom to immerse themselves in the festivities without the distraction of modern technology.

Available exclusively to individuals over 21, the Brahma Phone represents a broader vision of fostering liberation across various public events. As Brahma prepares to share this innovation with audiences beyond Brazil and Carnival, it invites everyone to embrace the freedom it offers.

The partnership between Brahma and its agency exemplifies a shared enthusiasm for enhancing celebratory experiences through innovations that prioritize simplicity and letting go. With the Brahma Phone, the brand is not only revolutionizing festival culture but also redefining the essence of festivity itself.

About Africa Creative
Africa Creative is one of the largest and most awarded advertising agencies in Brazil and Latin America, responsible for successful campaigns for some of the country’s most prestigious brands. Africa was founded in 2002 and is part of Omnicom Group’s DDB Worldwide.

About Brahma
Brahma is a premium quality, refreshing and authentic beer that embodies the spirit of Brazil. Brewed with passion and expertise, it delivers a unique taste that captures the essence of Brazilian culture and tradition. Made from the finest ingredients, Brahma Beer offers a smooth and crisp flavor profile that is perfect for any occasion.

Credits:
Title: Brahma Phone
Agency: Africa Creative
Advertiser: Brahma

This campaign sis about:
Best Beer Ads, Creative Beers Campaigns, Creative Beer Ads, Ambev Ads, Beers Ads, Film

In a world where silence often reigns, especially for marginalized communities, breaking the shackles of silence becomes imperative. The “Voice of Silence” campaign, spearheaded by Agência We, a leading independent agency in Brazil, is an exemplary initiative that leverages Brazilian Sign Language (LIBRAS) to empower deaf and hearing-impaired women to report incidents of domestic violence.

Breaking the Sound Barrier
Every hour in Brazil, a person with a disability reports a case of domestic violence. Shockingly, this number is only a fraction of the true occurrences, as accessibility issues further impede reporting, leaving countless victims vulnerable, especially hearing-impaired and deaf women. Recognizing this dire situation, Agência We saw an opportunity to amplify the voices that society often silences.

A Platform for the Unheard
Television in Brazil holds unparalleled reach, with nearly 100% penetration across the population. Understanding its pervasive influence, Agência We, along with the Fala Mulher Association, partnered with SBT Broadcast to launch the “Voice of Silence” project. This groundbreaking initiative ingeniously utilized the age rating warning segment—a mandatory feature on Brazilian television—to provide a discreet channel for hearing-impaired and deaf women to report domestic violence incidents in LIBRAS.

Empowering Through Technology
The “Voice of Silence” project doesn’t stop at providing a platform; it ensures clear and efficient communication for victims through a fully adapted online platform. By bridging the communication gap, the campaign not only facilitates reporting but also empowers survivors to break free from the cycle of violence.

Beyond Borders
The impact of the “Voice of Silence” campaign extends far beyond individual cases. By integrating seamlessly into SBT Broadcast’s programming, the initiative sets a precedent for other media outlets to follow suit. By making campaign materials readily available, the project paves the way for a nationwide shift in how domestic violence is addressed and reported.

Championing Change
At its core, the “Voice of Silence” campaign challenges societal perceptions of disability and amplifies the voices of those too often overlooked. Carla Jara, Marketing Manager at Fala Mulher Association, succinctly captures the essence of the campaign: “Hearing-impaired and deaf women are not incapable; it is the world that is not prepared to understand them.” Through collaboration and innovation, the project seeks to dismantle barriers and foster a more inclusive society.

A New Voice in the Fight Against Violence
In the battle against domestic violence, every voice matters. The “Voice of Silence” campaign stands as a beacon of hope, a testament to the power of collaboration and compassion. As Priscila Stoliar, SBT Head of Marketing, aptly puts it, “We are happy to help break the silence and pave the way for a world where every voice is heard.”

The “Voice of Silence” campaign is not just a call to action; it’s a rallying cry for change—a reminder that in the face of adversity, unity and empathy can spark transformation. Together, let us amplify the voices of the silent and build a future where no one suffers in silence.

Credits
Campaign: Voice of Silence
Client: Associação Fala Mulher and SBT do Bem
Agency: Agência We

This campaign is about:
Voice of Silence, Domestic Violence Reporting, Brazil, Deaf, Hearing-Impaired, LIBRAS, Brazilian Sign Language, We Agency, Fala Mulher Association, SBT Broadcast, Empowerment, Inclusive society, Advocacy, Social Impact campaign, Public Awareness Campaigns

Hershey’s is more than just a renowned chocolate brand; it is a staunch advocate for recognizing and empowering women in Brazil. With a CEO like Michele Buck leading the way, the company has woven the spirit of gender equality into its very DNA. A remarkable 52% of Hershey’s employees are women, setting an example for the corporate world. In stark contrast, the world of art in Brazil has not been as inclusive, with only 6% of works on display created by women, as reported by MASP (São Paulo’s Art Museum). Recognizing this glaring gender disparity, Hershey’s embarked on an inspiring journey called the HerShe Project in 2020. This initiative has now transformed into a powerful platform, shining a spotlight on women artists and providing them with the support they need to thrive.

The Concept:
At the heart of this extraordinary endeavor is a simple yet brilliant idea – the discovery of the pronouns “HER” and “SHE” within the name Hershey’s. The iconic milk chocolate packaging was ingeniously transformed into a canvas to showcase the talents of eight young women who aspire to make a living through their art. It all started with 320,000 bars of chocolate, and from there, a platform was born to support female artists across Brazil.

A Resounding Success:
The results of the HerShe Project have been nothing short of spectacular. The HerShe bars not only satisfied chocolate cravings but also fueled a cause. Sales soared, surpassing the brand’s traditional milk chocolate version by an astounding 692%. This remarkable success demonstrates the power of combining business with a commitment to gender equality.

The eight artists who had their works featured experienced a remarkable 30% organic increase in their social media following. Their art reached a wider audience, and their dreams were given wings. Hershey’s didn’t stop at eight artists; it opened its doors to countless others. Hundreds of female artists had the privilege of having their work showcased on Hershey’s Instagram and website, adding to the platform’s momentum.

A Catalyst for Change:
The HerShe Project did more than just boost sales and provide exposure; it ignited a crucial conversation about gender equality within the art world. Hershey’s took a stance, and its actions spoke louder than words. It demonstrated that empowering women in the arts is not just a noble aspiration but an achievable reality. It inspired artists and audiences alike to question the gender imbalance within the art community and strive for a more equitable future.

Conclusion:
Hershey’s, with its HerShe Project, has carved a path towards gender equality in the art world. By harnessing its own name as a symbol of empowerment, Hershey’s has showcased the incredible talent of women in Brazil. The results are a testament to the power of purpose-driven initiatives in the corporate world. As the HerShe Project continues to grow, it is poised to make an even greater impact, not only in the art world but in society at large. Hershey’s is not just a chocolate brand; it’s a force for change and a champion of women’s dreams.

Credits
Advertising Agency: BETC Havas, São Paulo, Brazil
CCO: Erh Ray
Executive Creative Director: Andrea Siqueira
Associate Creative Director: André Batista
Creatives: Andrea Siqueira, André Batista, Rodrigo Casanovas, Fernanda Peka, Diego Canhisares, James Döring
Account Team: Daniel Jotta, Nathalia Del Moral, Fabiane Veiga, Fernanda Modena, Izabel Petegrosso, Alexia Gomes
Media Channels and Engagement: Carla Gagliardi, Ariane Finavaro, Carlos Jordão, Dorilangio Souza, Lucas Gonçalves
Strategy: Agatha Kim, Bianca Brandão, Gabriel Lopes
Content: Daniela Lima, Danielle Maio, Rodrigo Yoshizumi
Production: Anna Luisa Ferraz, Andrea Carmassi, Juliana Arantes, Luigi Dias, Tiago Hasegawa
Graphic Production: Gilmar Souza, Marcio Brusaferro, Plinio Alves, Carlos Valeriano
Technology: Jeferson Rodrigues
Production Company: Modernista
Executive Producer: Marcelo Monteiro, Alexandre Lucas
Film Director: Hanna Batista, André Inácio
Photographer: Milena Seta, Vinicius Alves Bock
Art Direction: Karla Salvoni
Post-Production: Guilherme Carneiro
Producer: Giba Pereira
Account: Iara Demartini
Audio Production Company: Canja
Sound Director: Lucas Sfair, Eduardo Karas, Filipe Resende
Producer: Levi Mynssen
Audio Account: Guga Costa
Coordination: Matheus Brandão
Masterclasses/workshops: Vivi Duarte / CEO Plano Feminino ONG
Client’s approval: Marcel Sacco, Larissa Diniz, Rodrigo Campos, Larissa Loureiro

This campaign is about:
Hershey’s HerShe Project, Women in Art, Gender Equality in Art, Female Artists in Brazil, Empowering Women, Artistic Talent Showcase, HerShe Chocolate Bars, Art and Gender Balance, Brazilian Women Artists

In Brazil, there are currently an estimated two million children who are not enrolled in school, but the issue was not receiving much attention just months before the presidential election. To bring attention to this pressing issue, UNICEF unveiled a monument featuring a teacher and her students in a classroom, seemingly paying homage to the importance of education. However, a few days later, the statues of the students went missing, revealing what typically happens in many schools.

This incident garnered media attention and placed the issue of children dropping out of school in the headlines. Eventually, the statues were discovered again, but this time placed in hazardous locations with each statue representing one of the many reasons why children drop out of school. For example, one statue was shown selling sweets, while another held a baby. Accompanying each statue was a sign explaining what had occurred and urging people to vote for education and put pressure on political candidates to prioritize the issue.

This campaign highlights the severity of the issue of children dropping out of school in Brazil and the need for greater attention and action to be taken to address it. By raising awareness and urging political action, UNICEF hopes to improve the lives of millions of Brazilian children and ensure they have access to the education they deserve.

Credits
Agency: Artplan Communication
Client: UNICEF
Campaign: #voteforeducation | Missing Students | Monument to Education
Client Approval: Michael Klaus, Camilo Leon and Elisa Reis.
General Director: Duda Moncalvo
Creative Director: Gustavo Tirre
Copywriter: Thiago Diniz
Art Director: Gustavo Viana
Content and Engagement: Nara Grillo
Customer Service Director: Cacá Malta
Service Team: Clara Bianchi, Renata Vinagre and Gabriel Moura
Project manager: Felipe Martins
Planning Director: Fernando Torres
Planning Team: Lucas Garbulha and Ana Quintiliano
Media Director: Maira Orempuller
Media Team: Thayse Arruda, Viviane Amaral, Filipe Braga, Fellipe Freita, and Iago Joston
Creative Data Director: Diogo Bobsin
BI team: Larissa Alves
Production Director: Daniel Oda
Production and RTV: Fernanda Mesquita, Bruno Werner, Rafael Toscano, Amanda Sampaio and Julia Maia
Video Producer: Madre Mia
Film Director: Kiko Lomba
Audio Producer: Lira

A project that uses 100% of its profits to develop clean-water projects in the Brazilian semiarid region. Developed by Beta Collective in Brazil and launched during International Water Day.

Credits
Campaign: Miles From Water
Client: AB InBev – AMA
Advertising Agency: Beta Collective, São Paulo, Brazil
Creative Director: Bernardo Tavares
Art Director: Renan Valadares
Copywriter: Bernardo Tavares
Copywriter: Lucas Vidigal
Assistant Art Director: Arthur Mourão
Illustration: La Minna
Marketing Manager: Gustavo Sartori
Marketing Director: Daniela Dib
Marketing Director: Daniel Silber
Illustration Agent: Xando Franzolim
Illustration Agency: Oio

Tag: Awareness Campaign, Social Impact campaign, AB InBev Ads, Clean drinking water campaigns, Brazil

The President’s Dairies – Nestlé

Even after 600.000 Brazilians deceased from Covid, the anti-science president, Jair Bolsonaro, still speaks against vaccines. So Nestlé introduced a new line of his beloved condensed milk, with three new options named after the primary vaccines in Brazil: Pfizer, AstraZeneca and Coronavac.

Because who knows, maybe if you mix just a little bit of science in Bolsonaro’s favourite thing, it’s suddenly not so hard for him to swallow.

Credits
Advertising School: Miami Ad School Europe, Hamburg, Germany
Campaign: The President’s Dairies
Copywriter: Yago Guimaraes
Art Director: Yani Gabriel

Credits
Advertising Agency: Sala 10 Comunicação, João Pessoa, Brazil
Copywriter/Creative Director: Kiko Malheiros
Creative Director: Dann Costara
Art Director: Oscar Siqueira
Head Of Art: Igor Daniel Lima
Account Executive: Victor Paiva
Tags: Creative Print Ads, Brazil, Public Interest, NGO, Prefecture of Cabedelo, saladez, Swallow your racism, Prefecture of Cabedelo, Print Advertising, Best creative Ads, Best Print Ads, Creative Advertising, Advertising agency in João Pessoa, Brazil

Swiggy

 

Durex

 
Plastic Menace
One, two, three, they are not free! Plastic is all over on their future path. Are we leaving them to hop with no hope? What future are we building for them? We are failing and their future is falling!
#PlasticMenace #childrensday #childrensday2021 #SayNoToPlasticMenace
 

 

Volkswagen
Colouring books are a best seller for kids and adults. With that in mind, 11:21 created a Volkswagen Children’s Day campaign that turns the print ad into a platform for colouring, crossword puzzles, etc. The campaign goes to the POS, with tableware in the group’s four dealerships in Rio. The placement will be in the newspaper O Globo.
 

Save the Children: Pencil Toolbox
As part of Save the Children’s ‘Save their Childhood’ campaign, the creative print ads refers to Romania’s app. 282,000 children are in danger of not beginning or continuing their school education.
 

BYJU’S: Celebrating Curiosity
#CelebrateCuriosity #BYJUS #KeepLearning
How, what, why, and when are the true building blocks of knowledge! So, when our little ones are curious to know, our answers should be ready to go! This Children’s Day, let’s pledge to feed their curiosity and answer their questions together.

My Choices Foundation
In India, 1 out of 11 children works as a child labourer. For him, Children’s Day is just another day of suffering. But you can help. Report cases of child labour by calling 1800 419 8588.

This article is about:
Digital Marketing, marketing campaign, Creative Print Ads, Children’s Day campaigns, Best Creative Ads, Advertising Campaigns, Children’s Day post by brands, Children’s Day creative, Children’s Day creative ads

I Am – Starbucks advertising campaign, A Starbucks store transformed into a notary office so that transgender people could get their names legally changed.

In Brazil, trans people often suffer prejudice when they don’t have their new names on official documents. The process for legally changing names is expensive and bureaucratic, and the registry offices where it happens are intimidating environments for this community.

At Starbucks, anyone who orders a drink at the counter has their name respected and written on the cup without question.
So, VMLY&R decided to invite trans people to have their names legally changed in a place where they are always welcome. The agency transformed a local Starbucks into a registry office, and participants could leave the store with official documents in their new names – free of charge.

The result was a seven-times increase in daily legal name changes for the city of São Paulo.

Credits
Advertising Agency: VMLY&R Brasil
Client: Starbucks
Country: Brazil
Award won: Cannes Glass Grand Prix
Advertisement Type: Outdoor Advertisement

The Motor Song for those who love to drive, the roar of the engine is music.

Credits
Client: Honda
Advertising Agency: Publicis Brazil

Brastemp launches ‘Washing Away Excuses’ with spot directed by Landia’s Aline Lata

“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” says Allyne Magnoli, Marketing Director at Whirlpool, which owns the Brastemp brand. “With that in mind, we include in the campaign (in)famous excuses given by family members who do not engage with tasks in the laundry room, preferring to ‘outsource’ the work.

Some of those excuses, which range from “I never learned how to do it” to “I was going to, but you beat me to it,” are the basis of “Washing Away Excuses,” a playful and intelligent campaign from FCB Brasil.”

Some excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.” A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.

When it comes to the division of household tasks, gender inequality in Brazil is real. A 2018 study by IPEA found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly.

Credits
Brand: Whirlpool
Product: Brastemp
Agency: FCB Brasil

Credits
Brand: Ford Motor Company
Advertising Agency: LCT, Curitiba, Brazil

We are more alike to them than we think. For this and all other reasons that taking good care of the trees is also taking care of our future.

Arbor Day (or Arbour in some countries) is a holiday in which individuals and groups are encouraged to plant trees.

Credits
Advertising Agency: PAN 360, Natal, Brazil

This campaign is about:
Print Advertising, Creative Print Ads, Tree Plantation, Environment