The “Signs” campaign was created by David and inspired by the real story of Mary and Saul
Lacta Intense launched its new campaign to present the new Lacta Intense Nuts line, entitled “Signs”, which brings the love story between a hearing person and a deaf person.
The film, created by David and which tells the real story of Maria and Saulo, shows a couple who met at a mutual friend’s party and could not communicate, as one of them did not speak in Libras, but the intensity of the connection between they made the listener approach this culture and learn some signs to start this story. At the end of the video, the message Small squares say more than you think appears.
This is yet another action by Lacta inspired by a real story. We increasingly want to tell real stories like that of Saulo and Maria, which generate identification in our audience, as we know that our chocolates are part of many important moments in the lives of our consumers, said Fabola Menezes, chocolate marketing director at Mondelez Brazil.
The campaign includes films from 30, 15 and 6, for open TV, digital (Youtube, TikTok, Instagram, Facebook and Twitter), out-of-home, banners and media in supermarkets throughout Brazil.
Piece by piece, we want to celebrate true relationships that not only communicate, but also essentially connect with our audience. With the participation of Sondery, the creative accessibility consultancy, which guided us throughout the process, ensuring that the approach and accessibility of communication were correct, to have an inclusive campaign where every detail of the characters was portrayed in a true way, added Guiga Giacomo, Creative Director at DAVID.
