Christmas 2021 will be magical and unforgettable depending on the healthy. In a year marked by the return of hope for a better future, the company launches the campaign film “The Recipe for a Christmas Full of Magic”, with a creative concept from Africa and which addresses how dreams gradually come true again .
The brand’s objective is to enchant and bring more lightness to the period, that’s why the charismatic mascot Lek Trek will help fulfill the desires of Brazilians and make the impossible come true. In addition to the traditional Peru Sadia, which will indicate, with its thermometer, that the time has come to live a very special moment.
The media will be shown nationally on television and digital, with regional spots that will be aired in São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Salvador, Brasília and Curitiba.
The film begins with a child looking at a snow globe, an object that is often present in Christmas decorations in Brazilian homes. The mother, who is very lovingly taking care of the supper to be served in the evening, questions what is on her daughter’s mind – she confesses to having made a wish to see snow fall in her house this Christmas.
Delighted with the child’s faith and ingenuity, the parents comment on how hope is a feature of the family. At that moment, the Peru Sadia thermometer rises, signaling that the product is ready and, magically, the little girl’s wish is fulfilled: she sees the snow begin to fall in her garden and, as she runs away, she finds her neighbors marveling at the phenomenon. that seemed to be impossible to happen in the country. The magic takes care of everyone and then it is revealed who is providing this unique moment: the Lek Trek, with the right to Christmas costume; and, of course, Sadia.
“The Peruvian Sadia pin doesn’t let you know that dinner is ready. Tells him that Christmas has started. When the thermometer jumps, the magic of Christmas begins to take over. Every child knows this. This year we decided to tell the adults”, comments Rynaldo Gondim, Executive Creative Director for Africa.
The campaign “The Recipe for a Christmas Full of Magic” also features Out of Home media actions and experiences in several cities across the country, in addition to special content that Sadia will bring to consumers with tips on how to prepare the ideal dinner, information about the products in the Commemoratives portfolio, tips on the best recipes and pairings for each consumption occasion and celebration styles.
“We want to bring back the lightness of the celebrations and, this year, we bring the main icons of Christmas, including our Seasoned Peru, which is a symbol of innovation and practicality for the period, in addition to the Lek Trek, which is very popular with the public”, he says. Gisela Toledo, executive manager of the Sadia brand.
CCO: Sergio Gordilho
Executive Creative Director: Rynaldo Gondim and Erico Braga
Creation: Rynaldo Gondim, Erico Braga, Pedro Guerra and Eduardo Vares
VP of Operations and Service: Carolina Boccia
Attendance: Maira Bandeira, Débora Bettoni, Ingrid Lobo, Thais Guarlotti, Paloma Oliveira and Ana Paula Dourado
Media: Agnieszka Halina Porada, Luciana Prado, Camila Artacio, Giovanna Passo, Andreina Clemente, Gislayne Neto, Alinne Lopes, Eduardo Brandão, Paulo Henrique and Geovana Lucena Freitas
Planning: Aldo Pini, Fernanda Valéria, Mariana Vajas and Jonatas Oliveira
Content Manager: Dayana Teixeira
Content: Marina Soares
Agency/RTV Production: Rodrigo Ferrari, Patricia Melito and Felipe Telles Costa
Film producer: O2 Filmes
Directed by: Fred Luz
Executive Production: Rafael Fortes and Amanda Rossi
Direction of Photography: Nicholas Bluff
Art Direction: Daniel Miragem
Service: Rejane Bicca and Dandara Santana
Editing: Danilo Abraham
Post Production / Finishing: O2 Filmes
Producer 3D: Office. CO
Animation direction: Rodrigo “Digones” Ribeiro
Service and coordination: Marcella Boneder
Concept artist: Fepppa
Modeling: Caio Nahas
Rigging: Joca Gonçalves
3D animation: Daniel Ueno
Render and LookDev: José Rafael C. Fontour
Audio Production Company: Raw Audio
Musical Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Musical Direction: Hilton Raw
Sound Design and Mixing: Enrico Maccio and Philip Braunstein
Service: Carol Peternelli
Coordination: Robério Barbosa
Approval/Client: Marcelo Suarez, Gisela Toledo, Mariana Freitas, Isabela Dias, Rafael Gonçalez, Sharon Harrison and Brunna Sá
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