In the new strategy, Tti talks about the giant dream and how growth makes some clothes no longer fit you
The Danoninho brand is reinforcing its Quero Ser Gigante platform, which encourages children to have attitudes that cause social impact, and features Tti Ewbank Gagliasso as the protagonist of a new clothing donation campaign. The girl had already participated in the project in 2021, in an action that showed how small attitudes, called by the brand “Gigantices”, can change the future and development of children.
In the new strategy, Tti talks about the dream of being a giant and how growth makes some clothes no longer fit her, which is why she donates and encourages the donation of pieces.
The action has a partnership with the Salvation Army, which collects in the cities of So Paulo, Rio de Janeiro, Recife, Brasília, Porto Alegre, Joinville, Curitiba and Pelotas, and also has posts where people can drop off items. To make donations, interested parties can access
“With Donate a Giant Future, Danoninho wants to show children that donating clothes that no longer fit is an act that may seem small, but has a huge social impact. As a brand, we accompany children during their growth and development and we are always looking for more, and our Quero Ser Gigante platform based on this objective”, says Juliana Assad, marketing director at Danone.
The brand also promises to amplify deliveries and works with two goals. The first is, when reaching 2,500 pieces, donate a similar amount of basic baskets. And the second repeat the contribution when reaching 5 thousand items.
The complete project was conceived by Soko in partnership with the VMLY&R agency. Activation includes content for social networks and media and actions with content creators and influencers on Instagram.
