J. Walter Thompson Brazil Creative Work

TitleSofa Boy
Title (original language)Menino Sofá
Agency
Campaign Setting Exercise Bikes Free
Advertiser Nestlé
Brand NESCAU
Business Sector Coffee, Tea, Chocolate Drinks, Breakfast Drinks
Tagline The energy to make history out of the everyday
Story

 

Who can say they have never seen a stationary bike sitting in the corner of a room, unused and gathering dust? Like them, many children and young adults spend their day stationary, stuck on the couch in front of the TV or computer. Nescau, Nestlé's malted chocolate beverage brand in Brazil, had recently changed its positioning to take a more critical stance against kids sedentary lifestyles, and the dangers of a life without exercise, but keeping it on the positive side.

With JWT Brazil, Nescau took these abandoned exercise bikes to the streets, transforming them into regular-use models. The project, “Freedom for Stationary Bikes” (#bikeNescau) stood as a testament to the brand’s new motto, “The energy to make history out of the everyday.” The first transformed bikes, which you see children riding in the film, have been named Anacletta, Palitta and Bigotte.

Media Type Television
Length
Director
Post Production
Sound Producer
Creative Director
Creative Director
Art Director
Art Director
Art Supervisor
Chief Creative Officer
Copywriter
Copywriter
Production Company Producer
Cinematography
Project Manager
Account Planner
Account Planner
Account Planner
Media Director
Media Director
Media Director
Media Director
Account Manager
Account Manager
Account Manager
Editor
Advertising Manager
Advertising Manager
Advertising Manager
Graphic Producer
Graphic Producer
Bike Producer
Bike Producer
RTV
RTV

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