Signed by Africa Creative and produced by Iconoclast, the piece mixes reality with 3D animation
Sadia presented its Christmas campaign this year, entitled “A Request for My Grandmother”, which combines reality and 3D animation with the aim of rescuing the essence of the holiday by showing that the best gift is to have the family around the table.
The piece, signed by Africa Creative and produced by Iconoclast, features Lek Trek and begins with the granddaughter asking her grandfather what she would like for Christmas. The girl receives the response that “I just wanted everyone around the table”.
“Just as Sadia has the role of helping consumers on all occasions, LekTrek takes on the challenge of being Santa’s helper to make this a special Christmas. The campaign brings enchantment, and involves the public in a story behind a genuine desire to rescue this moment of gathering of loved ones around the table to celebrate. And, above all, Sadia is the magic wand that makes everything happen, with its products being the unifying link”, said Luciana Bulau, executive manager Sadia’s marketing department.
Communication relies on a robust and strategic media plan that aims to impact consumers in different media and contact points such as special OOH formats in some markets, TV and digital where the brand continues the Sadi.a platform. In addition, the campaign will also feature content on social media and videos produced in partnership with influencer and chef, Mohamad Hindi.
“This is one of the biggest Christmas campaigns carried out by the brand. There were three days of filming, in three different locations, more than 200 professionals involved and 3D animation. In other words, a super production of cinema to delight and inspire our consumers’ Christmas”, added Gustavo Victorino, Executive Creative Director at Agência África.
