Alexandre Schulz
Produção Gráfica at FCB Brasil
São Paulo, Brazil
TitleA Fortune Cookie That Changes Lives
Agency
Campaign A Fortune Cookie That Changes Lives
Advertiser Pão de Açúcar
Brand Pão de Açúcar Mais
PostedJuly 2013
Business Sector Department Stores, Supermarkets
Story Birthday is always a special time of the year for anyone who likes to share this moment with the beloved ones. In this action, Giovanni+Draftfcb suggested to Pão de Açúcar something that can sound really simple if the entire scenario is not known: a birthday card in the shape of a fortune cookie, part of relationship marketing program.
But why not make this chain of happiness achieve even more people? In Pão de Açúcar’s client birthday the happiness spread not just for this person that receives the card, but to all of the ones who made that final piece of paper get to his/her hands.
The Brazilian supermarket chain developed a partnership with the NGO "Clube de Mães do Brasil”. They stared this collaboration by producing a fortune cookie that changes the fortune of those who made it, helping homeless people to rebuild their lives by giving them work and support. 
Philosophy Develop an action having Pão de Açúcar´s clients birthday as the focus was the background for "Fortune cookies that changes lives" campaign.
"What is happiness for you?" This was the key question to start thinking of something that could really reach this special costumer on a date already full of meaning. 
Result • 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 
Media Type Social Media
Length
Executive Creative Director
Diretor de Criação Digital
Supervisor de criação
Criação
RTV
Produção Gráfica
Projetos
Technology Department
Information Architect
Account Executive
Film Director
Editor
Post Production
Post Production
Audio

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