Lacta drew inspiration from a true story for its first Easter film this year. Named “Memories”, it shows the relationship between a grandfather and his grandson, with the purpose of encouraging conversations between people of different generations and the development of genuine connections. The creation is by the David agency and reinforces the concept “every little piece brings you closer”.
In the video, the two characters are ready to start a game of checkers. When the boy realizes that his grandfather has forgotten the game pieces due to memory failure, he runs to ingeniously transform Lacta chocolate bars into the missing items on the board. The story that served as inspiration is from grandfather Juan and grandson Joaquim, who appear in the last frames of the film.
According to Renata Vieira, marketing director for chocolates at Mondelez Brasil, the message represents the values of the brand, which will complete 110 years in 2022. “Lacta’s purpose is about the intimacy of relationships, about who you share your Lacta with, with whom you create memories and strengthen bonds. Easter is a date about connection and we should celebrate next to the ones we love “, she says.
For the action, the brand received advice from Tatiana Gracia, director of Marketing Excellence at Mondelez Brasil, who is specializing in Gerontology, an area of knowledge that studies human aging.
“This campaign had a very special result that will bring more visibility to the theme, highlighting the importance of relationships at this moment in life and demonstrating how a simple gesture from a loved one can transform a delicate and embarrassing moment into a special memory”, explains the professional.
DATASHEET
Agency: David
Campaign: Memoirs
Client: Mondelez
Product: lactate
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Global PR Director: Sandra Sour
Executive Creative Directors: Edgard Gianesi, Renata Leão
Creation director: Outrigger Giacomo
Editor: Filipe Rosado, Lucas Menegotto
Art director: Felipe Revite, Raphaela Filippetto
Production: Fernanda Peixoto, Mariana Marinho
Attendance: Carolina Vieira, Natalia Rakowitsch, Karen Sousa, Stefani Oliveira
Planning: Luciana Mendes, Tallita Alves, Aline Nunes
Head of Innovation and Technology: Toni Ferreira
Social media: Marcelo Reis, Angela Andrade
Media: Marcia Mendonça, Carolina Chadi, Felipe Braga, Renata Oliveira, Fernanda Vieira, Jonathan Machado
MONDELEZ
Client: Alvaro Garcia, Renata Vieira, Samara Barros, Amanda Affonso, Gabriel Chan
Snack talk Mondelez Brasil: Priscila Borges, Marilia Marcela, Luiza Moraes, João Capusso, Thelma Tanaka, Rafael Silva, Giovanna Serafim and Hellen Villarroel
PRODUCTION
Global production partner: MEDIA.MONKS
Service Director: Paulo Skirts
Account Supervisor: Paulo Oda
Executive Creative Director: Tarso Soares
Executive Producer: Chica Mauger
Producer: Biba Werdesheim, Rodrigo Alvarado, Cris Almeida
Project Manager: Vinicius dos Anjos
PostJorge Bannoki: Post Production Supervisor
Motion Graphics: Danilo Camilo
Film producer: BOILER FILMS
Direction: Nixon Freire
Executive producer: Marcella Feo, Juliana Martellotta
Attendance: Larissa Perrotta, Mary Lacoleta, Kosloff Pig
Production Coordination: Marcella Feo, Rafaela Muniz, Juliana Salviano, Michel Nogueira
Assistant director: Lucian Arthur
Director of photography: Nixon Freire
Art direction: Ana Henriques
Production director: Anderson Lorran
Costume designer: Guga Saraiva
Mounting: Renan Chagas
Post coordinator: Fezão Barbieri
Finisher: Rafael Barão
Post production: Flow Effects
Audio Producer: Punch Audio
Color Branding: Marla Color Granding
Audio Producer: PUNCH AUDIO
Producer: Mariano Alvarez
Creation: Tony Berchmans
Attendance: Lili D. Aragon, Ale Pais and Fernanda Garroux
Production Coordination: Juliana Pontes and Paula Pedroso
Mixing and Finishing: Gustavo Guanaes, Fernando Martinez, Vitor Costa Souza
