J. Walter Thompson Brazil Creative Work

Title "Sofa Boy"
Title (original language) "Menino Sofá"
Agency J. Walter Thompson Brazil
Campaign Setting Exercise Bikes Free
Advertiser Nestlé
Business Sector Coffee, Tea, Chocolate Drinks, Breakfast Drinks


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.

Tagline The energy to make history out of the everyday
Media Type Television
Length60 seconds
Director Gualter Pupo Animações
Post Production Quanta Post
Sound Producer Timbre
Creative Director Mr. Hernán Rebaldería
Creative Director Mr. Santiago Dulce
Art Director Robison Mattei
Art Director Mr. Pedro Hefs
Art Supervisor Mr. Fabio Simoes
Chief Creative Officer Mr. Ricardo John
Copywriter Mr. Erick Mendonça
Copywriter Fernando Duarte
Production Company Producer Hungry Man
Cinematography Mr. Régis Fernandez
Project Manager Patrícia Waissmann
Account Planner Ms. Isabella Mulholland
Account Planner Mr. José Lucas
Account Planner João Caputi
Media Director Mr. João Dabbur
Media Director Clara Bianchini
Media Director Silôe Neves
Media Director Wagner Sena
Account Manager Mr. Wilson Negrini
Account Manager Ms. Renata Buess
Account Manager Marcelo Spina
Editor Márcio Canela
Advertising Manager Antonio Diogo
Advertising Manager Mônica Lopes
Advertising Manager Carolina Belingieri
Graphic Producer Mr. Flávio Schaefer
Graphic Producer Mr. Flavio Colella
Bike Producer Israel Nicolau
Bike Producer Mauricio Bevilacqua.
RTV Ms. Marcia Lacaze
RTV Fafa Oliveira

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