Lacta, the famous original maker of chocolate eggs in Brazil, pivoted its positioning for Easter with a series of spots including, “Grandma,” “Mother,” “Brother,” and “Doctor.” The tagline perfectly encapsulates the times we’re all living through: “Lacta. Every little bit brings people together. Even if everyone is in their own nest.”
In addition to this special message, the brand ramped up its use of delivery channels and e-commerce, with initiatives that range from partnerships with apps to its own online sales platform.
Made By
TITLE: Everyone is in their own nest
LENGTH: 4x35"
CLIENT: Mondelez
PRODUCT: Lacta
1st DATE AIRED: 7/04/2020
AGENCY: Wieden+Kennedy São Paulo
EXECUTIVE CREATIVE DIRECTORS: Renato Simões | Eduardo Lima
CREATIVE DIRECTORS: Mariana Borga
COPYWRITER: Eduardo Lima | Renato Simões | Lucas Antunes
ART DIRECTOR: Mica Moran
AGENCY PRODUCER: Regiani Pettinelli | Thais Bonizzi
DIGITAL PRODUCER: Mauricio Yamashita
DIGITAL PRODUCTION COMPANY: Joint
MANAGING DIRECTOR: Fernanda Antonelli
ACCOUNT: Marcela Santos
PLANNER: André Troster | Lais Sangalo
DATA STRATEGY: Eliel Guilhen | Bruno Longo | Fernando Ruiz
SOCIAL STRATEGY: Carol Siper | Felipe Zyman | Andrea Naves
MEDIA: Aga Porada | Caio Melo | Tatiane Silverio | Larissa Abreu | Vanessa Oliveira
AUDIO FACILITY: PUNCH Audio
PRODUCER: Mariano Alvarez
SOUNDTRACK PRODUCTION: Tony Berchmans
ACCOUNT AUDIO PRODUCTION HOUSE: Lili D. Aragoni | Eduardo Bernardo
CLIENT APPROVAL: Leonardo Tonini | Fabiola Menezes | Amanda Affonso | Bruna Tasca