Sadia
Summer Moments

For the summer, Sadia wanted a campaign focused on the convenience, to show people they have options if they don’t want to cook when on vacation. That’s only natural, people want to enjoy summer to the max. But the fact is: every summer, the message for this line of product is the same. So why bother creating boring videos that no one wants to see?

And if we want to sell convenience, we can’t take much time from the public’s vacation.

The short stories need do be quick and easy to understand, while being relatable to a broader Brazilian audience.

So we focused on selling delicious sandwiches made specifically for summer moments, creating 4 short videos and 10 delicious recipes. All the summer moments depicted on the videos and the ones translated into recipes were chosen after a careful data study of the many different summer habits our target usually have, as well as their passion points.

My Contribution

Concept, Creative Direction

Contributors

CCO: Lucas Mello
Creative VP: Mauro Silva
Associate Creative Director: Danilo Dualiby
Copywriter: Danilo Dualiby, Lilian Oliveira
Art Director: Rodrigo Porto, Rossi Antúnez, Giulia D'Andrea
Data Insights: Mariana Gouveia

Digital Producer & Art Buyer: Vanessa Grigoletto
Producing Company: Pródigo Films
Film Director: Ale Paschoalini
Assistant Director: Iuri Santos
Cinematography: Fernando Bertolucci
Executive Producer: Chico Pedreira
Audio Production: Loop Reclame
Food photography: Rodrigo Bari

Agency: ℓiⱴε (formerly LiveAD) (São Paulo) 
Year: 2017