A fortune cookie that changes lives
Pao de Acucar
Issue 28 | September 2013
Agency
Giovanni+Draftfcb
Creative Team
General Direction of Creation: Rui Piranda, Marcelo Carnevale Digital Creative Director: Mauro Ramalho Supervisor of Creation: Paula Hargreaves Sales Creation: Vivian Maia, Fabio Furtado, Bruno Santos
Production Team
RTV: Ana Flavia F Lucca, Vivi Guedes, Karina Figueiredo, Victor Alloza Direction: Fabio Furtado Assembler: Rodrigo Castro Finishing: Rodrigo Castro and Rodrigo Resende Producer Finish: Film Producer of Sound: House Blower Graphic Production: Alexander Schulz Projects: Amanda Redondo, Fabiana Marques, Tulio Silva Technology: Paulo Marques, Cardoso and Wylkon Information Architecture: Patricia Silva
Other Credits
Attendance: Lisia Fischer, Luis Felipe Ferreira Feresin, Rodrigo Motta, Eduardo Golcman Customer approval: Patricia Contesini, Luiza Cardenas, Fabiana Mareuse, Thiago Lima, Marcia Camargo
Background
Pão de Açúcar, a premium Brazilian supermarket chain was tasked with developing an action with its clients birthdays as the focus. Starting with the question of what happiness means to their customers, Pão de Açúcar laid the foundation for the "Fortune cookies that change lives" campaign.
Idea
Birthdays are a special time of the year for anyone and a time to share the celebration with loved ones. Pão de Açúcar wanted to do something that sounded really simple but also entailed an element of surprise. The creative idea was a birthday card shaped as a fortune cookie, as part of a relationship marketing program.
To share this chain of happiness with a wider audience, Pão de Açúcar developed a partnership with the NGO "Clube de Mães do Brasil.” The idea was that the birthday wishes change the fortune of not only those who receive it but those who made it as well, by helping homeless people rebuild their lives through work and support.
Results
- 15.000 cards has sent out every month
- 340.000 birthday cards sent since the beginning of the partnership
- more than 100 people assisted by the NGO "Clube de Mães do Brasil” every day