| Title | Sofa Boy |
| Title (original language) | Menino Sofá |
| Agency | J. Walter Thompson Brazil |
| Campaign | Setting Exercise Bikes Free |
| Advertiser | Nestlé |
| Brand | NESCAU |
| Posted | May 2014 |
| 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 | |
| Chief Creative Officer | Ricardo John |
| Art Supervisor | Fabio Simoes |
| Creative Director | Hernán Rebaldería |
| Creative Director | Santiago Dulce |
| Copywriter | Erick Mendonça |
| Copywriter | Fernando Duarte |
| Art Director | Robison Mattei |
| Art Director | Pedro Hefs |
| Account Planner | Isabella Mulholland |
| Account Planner | José Lucas |
| Account Planner | João Caputi |
| Account Manager | Wilson Negrini |
| Account Manager | Renata Buess |
| Account Manager | Marcelo Spina |
| Project Manager | Patrícia Waissmann |
| Media Director | João Dabbur |
| Media Director | Clara Bianchini |
| Media Director | Silôe Neves |
| Media Director | Wagner Sena |
| RTV | Marcia Lacaze |
| RTV | Fafa Oliveira |
| Graphic Producer | Flavio Schaefer |
| Graphic Producer | Flavio Colella |
| Advertising Manager | Antonio Diogo |
| Advertising Manager | Mônica Lopes |
| Advertising Manager | Carolina Belingieri |
| Editor | Márcio Canela |
| Production Company Producer | Hungry Man |
| Director | Gualter Pupo Animações |
| Post Production | Quanta Post |
| Sound Producer | Timbre |
| Cinematography | Gito Fernandez |
| Bike Producer | Israel Nicolau |
| Bike Producer | Mauricio Bevilacqua. |
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