Gomes da costa needed a female star to reconnect to the consumer (daily fighters, who want to save money, with spirit high) and asked for recommendations on a pitch to 5 agencies.
We decided to be bold, and pitched Dona Hermínia, a fictional character interpreted by male comedian Paulo Gustavo.
With lots of on/off activations, plus interactive POP materials, the client went undecided between two ideas.
Both were ours.
Art Director: Leonardo Bianchini | www.behance.net/leobianchini
Copywriter: Renata Zettler | www.behance.net/rezettler
