J. Walter Thompson Brazil, São Paulo Follow Update

  • Mario Amaral 50
  • São Paulo, São Paulo 04002-020
  • Brazil
  • Phone: (+55) 11 3888 8030
  • Fax: (+55) 11 3887 5447

NESCAU - "Sofa Boy" - J. Walter Thompson Brazil

  • Sofa Boy
  • Nestlé
  • J. Walter Thompson Brazil
  • Brazil
  • Setting Exercise Bikes Free
Product CategoryCoffee, Tea, Chocolate Drinks, Breakfast Drinks
Media TypeTelevision
Length60 Seconds
Director Gualter Pupo Animações
Post Production Quanta Post
Sound Producer Timbre
Creative Director Hernán Rebaldería
Creative Director Santiago Dulce
Art Director Robison Mattei
Art Director Pedro Hefs
Art Supervisor Fabio Simoes
Chief Creative Officer Ricardo John
Copywriter Erick Mendonça
Copywriter Fernando Duarte
Production Company Producer Hungry Man
Cinematography Régis Fernandez
Project Manager Patrícia Waissmann
Account Planner Isabella Mulholland
Account Planner José Lucas
Account Planner João Caputi
Media Director João Dabbur
Media Director Clara Bianchini
Media Director Silôe Neves
Media Director Wagner Sena
Account Manager Wilson Negrini
Account Manager Renata Buess
Account Manager Marcelo Spina
Editor Márcio Canela
Advertising Manager Antonio Diogo
Advertising Manager Mônica Lopes
Advertising Manager Carolina Belingieri
Graphic Producer Flávio Schaefer
Graphic Producer Flavio Colella
Bike Producer Israel Nicolau
Bike Producer Mauricio Bevilacqua.
RTV Marcia Lacaze
RTV Fafa Oliveira
The energy to make history out of the everyday



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.