Brazilians drink 1,2 liters of water every day. 40% less than the daily-recommended amount.
The reason? People don't remember to get hydrated.
To change that, Bonafont wanted to remember people of doing so.
We started by sending a desktop mini fridge with 2 liters of Bonafont to one of the most influential twitters in the country.
But it was not just a simple gift. The story changed when the fridge was opened.
Thanks totechnology, we gave the device a digital life and a 140 carachters "voice".
Every time the fridge was opened, a tweet was automatically posted on the celebrity's timeline, telling thousands of followers they were drinking water, and motivating them to do the same.
With hundreds of predefined messages, our friend's network was reminded to take an extra sip.
As the fridge opens and closes, the brand's massage spreads impressively.
Now Bonafont reminds millions of people to drink water. 2 liters. Every day.

El Ojo de Iberoamerica 2011, Direct - Silver
El Ojo de Iberoamerica 2011, Direct - Bronze
El Ojo de Iberoamerica 2011, Promo - Shortlist
El Ojo de Iberoamerica 2011, PR - Shortlist
Contagious Magazine, Issue 28 - Featured Case

Danone wanted to position Actimel as an indispensible part of breakfast for Brazilian families.
But the mothers don't have the habit of giving Actimel to their kids every day.
We decided to use something truly indispensible in any family's morning diet. So, we transformed bread into media.
We created a special toaster that prints messages on the bread as it toasts it, reminding mothers to protect their kids' health every day.
To launch the campaign we selected some of the most influential mothers, and sent them all a toaster with a personalized reminder, along with a package of the product.
In order to receive Actimel for an additional month, mothers should post pictures with the toasts on their social profiles, spreading health throughout their network.
Besides introducing a healthy habit into so many people's lives, millions of mothers now know how easy it is to protect their children.

Activia is a yogurt that helps regulating the digestive system. But the brand has difficulty to interact with its consumers, since "going to the toilet" is not a subject people like to talk about.
To overcome that, we decided to approach the consumers under a new perspective: instead of talking about "regulating their intestines", we invited people to "get their lives in rhythm". And we did it literally.
We built a giant Activia pot and invited three musicians to create music, live and improvised, from inside it.
The theme of the songs? The Facebook timeline of the consumers themselves.
Through the Activia app users were invited to turn their digital lives information into brand new songs, created especially for them in real time.
Each song's video was instantly published on each user's wall, impacting all his friends and spreading the new rhythm along.
In just five days, almost 1,000 people had their social profiles put into rhythm. Their song videos reached 200,000 people on Facebook and over 4 million throughout internet.

Perdigao, the largest food-company in Brazil, wanted to use the FIFAWorld Cup to increase sales of its ready-to-eat pizzas.
Brazil has always stood out in the history of football. But in 2010, the pride of our fans was shaken. With a bureaucratic style, we abandoned our greatest traditions: creativity and joy.
So we decided to lead a movement to restore the magic in the playing fields.
To support this cause, instead of creating a campaign, we invented a dribbling move:
the Pizza Dribble.
We impacted 25 million people, increasing pizza sales by 22% during the World Cup. The site had 1.6 million unique visits, and received almost one thousand videos.
As for the arty football, during the World Cup we played poorly and were eliminated. But the first time the team was assembled after the Cup, we reached our objective: joy was back on the field.

Smirnoff Brazil wanted to launch a campaign during summer, taking advantage of the season to potentialize sales and increase the brand's presence in social media.
Instead of creating a campaign highlighting the qualities of Brazilian summer, as most brands do, we decided to look at its faults. And, amazing as it may seem, we found one: the Brazilian summer ends.
So we tackled the problem head-on: we increased summer by a whole month.
We created the Smirnoff Motorhome, a kind of time machine that would take the spirit of summer through the month of April, even if the calendar said it was autumn.
The campaign impacted over 30 million people, generating 280 thousand visits on the site. Followers on Facebook reached 18 thousand. 400% more than at the start of summer.

Have you ever asked yourself how would be the world on the silent mode? In this campaign users could perceive clearly the advantage of having a mobile with an MP3 player device.