Ao is part of the “Live a sport” campaign created by Ampfy
Ampfy brought together the Piracanjuba and Estrela brands to recreate the classic “Game of Life. As part of the “Living a sport” campaign by Piracanjuba Whey, Piracanjuba’s line of protein drinks, the action features an event that will take place at Parque Villa Lobos, in So Paulo, on November 11th and 12th, from 9am to 5pm.
The “Real Life Game” seeks to demystify the idea that the consumption of whey protein is only aimed at high-performance athletes. The action concept maintains the essential elements of the original game, such as jumping, advancing and moving backwards, while at the same time relating them to simple activities in our routine.
“If we are talking about “Living a sport”, there is nothing better than allowing people to experience the concept of the campaign in practice. To achieve this, we maintained the original rules of the game, while at the same time associating the movements of each move to the situations day-to-day running of the campaign”, comments Fabio Guima, creative director at Ampfy.
For Piracanjuba, the activation consolidates a year of work focused on the category. In 2023, we redesigned Piracanjuba Whey packaging, introduced the 15g option, in three flavors, and increased our production and distribution capacity. Carrying out the Real Life Game materializes that our whey is for everyone who wants to include protein in their daily routine, whether they are high performance practitioners or not. The result was incredible!, says Lisiane Campos, marketing manager at Piracanjuba.
For 86 years, Estrela has actively participated in the life of the Brazilian family, sharing with children and adults a world of fantasy, knowledge and development. The partnership with Piracanjuba Whey, through the classic Jogo da Vida, reflects this healthy monitoring of our society’s daily lives, emphasizes Aires Fernandes, Estrela’s marketing director.
To amplify the activation message and demonstrate how the game works to the public, 6 content creators from different niches, including sports, entertainment, lifestyle and tips, will be present to actively participate in the game and share their experiences with their followers, in real time, inviting everyone to check out the event in person.
