Avós do peito. Avós para sempre

With “Avós do peito. Avós para sempre”, we developed a campaign that placed grandparents at the center of the story—not as passive recipients of the message, but as the true heart of the experience. The creative concept paid tribute to their emotional role within the family and spoke directly to the shared memories between grandparents and grandchildren.

The campaign was built around an audiovisual piece that gave a face and emotion to this intergenerational bond, accompanied by a personalized can mechanic that transformed the product into an object full of meaning. Buying a can ceased to be a functional act and became a gesture of affection, memory, and recognition.

From the official launch on July 5, we implemented a multichannel communication strategy that combined the distribution of the video, media interviews—particularly focused on television—and public relations actions to amplify the conversation. The personalized can initiative remained active throughout the period, encouraging participation and the sharing of memories across generations.

The campaign culminated on July 26, coinciding with Grandparents’ Day, consolidating a coherent narrative that united brand purpose, emotion, and commercial activation. It was a demonstration of how communication, when built from a human-centered approach, can generate tangible results even in the most complex contexts.