Client: Unilever, Knorr
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Mom's Challenge
Big Brother Sponsor
We brought home taste for Big Brother participants.
Big Brother Brasil always has a weekly evictions. So, we create a new dispute between mothers of participants.
With their recipes, 2 mothers, every week, ask for vote on the web to the Best Recipe of the week. The winner appeared on a touch-screen of Big Brother's kitchen. Everything made with Knorr ingredients.
The screen became a topic subject and outside the house. Generated some controversy. But the coolest part was to bring home taste to whom he was with homesickness.
This year, Knorr was inside the house of Big Brother Brazil. Knorr wanted the participants to have the best meals they could possibly have while locked away from their families and friends.
So, we decided to make a different competition happen outside of the house. The participants' families could send their recipes, and the first voting of the week took place at Knorr's website.
The winner recipe of the dish-off went into a digital cookbook that stood in both Big Brother kitchens during the whole competition.
After that, anyone could get the recipes on Knorr's website, and the brand got 24/7 exposure on the show's pay-per-view channels. In the end, Knorr made food taste the best it ever tasted, because there's nothing better than homemade food for homesick people.
CUBO.CC
Creative Director: Roberto Martini
Associate Creative Diretor: Adriel Nunes
Art Director: Caio Fernando, Juliano Shimizu
Copywriter: Thiago Brunelli
Front End: Gabriel Tadeu
Back End: Nagib Kanaan
Videocase Motion Design: Fabiana Figueiredo
Credits
My role: Idea and Art Direction.
Agency: CUBO.CC
Creative Director: Roberto Martini
Associate Creative Diretor: Adriel Nunes
Art Director: Caio Fernando, Juliano Shimizu
Copywriter: Thiago Brunelli
Front End, Back End: Gabriel Tadeu, Nagib Kanaan