Project, created by VML and counting on BR Media for amplification with influencers, which encourages families to have fun outdoors
Fruittella has announced the launch of a campaign to promote the book “Outside is Cooler”, which aims to encourage families to spend more time outdoors.
The copy, produced in a limited edition, features technology that only reveals the content of the pages when it comes into contact with sunlight.
“Family moments, especially outside the home, are becoming increasingly rare. Fruittella believes that saying yes is liberating and empowers not only parents, but also children. The book “Outside is Cooler” is an innovative opportunity for Fruittella to reinforce and materialize the Power of Yes in a proprietary and powerful way”, said Angelina Perrin, marketing director of Perfetti Van Melle Brazil.
The project, created by VML and which counts on BR Media for amplification with influencers, aims to reinforce the brand’s positioning on the power of yes.
“Getting these children to leave their cell phone, TV or tablet screens aside to play outside is only possible if you have something very interactive. In this case, sunlight is our ally,” added Victor Castelo, creative director, and Gabriel Cartletti, associate creative director at VML.
The action will feature names such as Taciele Alcolea, Michele Passa, Babi Sabbag, Mãe Musical and Família Pessoa Tardivo in the squad responsible for reinforcing and amplifying messages about the importance of playing outside the home for children’s development, revealing the novelty of the book.
“Promoting the connection between the real and virtual worlds is a gift that a good content creator needs to have. The Fruittella campaign is based on this. We will bring the context of ‘It’s cooler outside’ not only to generate awareness, but to bring it to the surface, bringing families to this activation. Our goal is to create a real, and even emotional, connection between the public and the brand, through the creators,” comments Thiago Bispo, Business Director at BR Media.
To promote the action, the brand will carry out an activation at Ibirapuera Park this weekend.
