Pão de Açúcar started its Christmas campaign, which explores the affective memory that family dishes and recipes provide on the date.
The “Christmas Tales” campaign, created by BETC Havas, shows that true stories become Christmas tales, like a grandson who surprises his family by making his grandmother’s recipe for supper.
“The last two years have been very difficult and we know that we are not yet at the end of the pandemic, but this Christmas is going to be a little different and much more exciting, with some reunions of family and friends. Pão de Açúcar has happiness as a territory of the brand, we really believe in happiness and we know that recipes and foods carry a powerful affective memory, even more so at this time of year. A family recipe is able to keep someone’s memory alive, to rescue the magic of Christmas, and that’s what makes this moment special. We wanted to convey this feeling in the campaign”, explained Camila Assis, Pão de Açúcar’s Marketing Manager.
The 30-second movie was released on the brand’s social networks this week and will run on major pay TV channels from December 22nd to December 25th.
In addition to the film, the network also invited Squad Felizeiros, a group of digital influencers who are partners of Pão de Açúcar, to share their stories and personal memories of Christmas. The records will be replicated on the brand’s official profiles on social networks.
Agency: BETC HAVAS
Client: Sugar Loaf
Title: Christmas Tales
CCO: Erh Ray
CBO: Marcos Lacerda
Executive Creative Board: Alexandre Villela (Xã)
Creation: Paula Junqueira, Kika Reichert, Stephanie Baltieri, Daniel Zappa
Brands & Business: Raquel Hipólito, Thiago Xavier, Bianca Maranhão
Channels & Engagement: Ariane Finavaro, Thyago Azevedo, Alexandre Lopez, Natalie Bezerra
Strategy: Agatha Kim, Dannyllo Silveira and Bianca Moura
Client Approval: Eduardo Telles, Camila Assis, Camila Molezine and Victoria Magalhães.
Executive Director: Marcelo Hack
Executive Production: Ale Lepiani
Directed by: Nicole Pelosi
Photography Direction: Anderson Capuano
Art Direction: Michel Toniete
Production Coordination: Cintia Varella
Production Management: Paty Netherlands
Head Service: Luciana Ramos
Service: Mariana Garcia
Post Production Coordination: Mario Ubirajara
Edition: Raphael Bahy
Color Correction: Renan Campanini
Motion Design: Bruno Tsuda