Created by Repense, the communication platform unfolds in two phases and is composed of digital strategy, TV movie, Out of Home media, urban interventions and activation with influencers
"When you open your mouth, do not close your eyes." It is with this warning that IDEC (Brazilian Consumer Defense Institute), from Aliança Pela Alimentação Adequada e Saudável (Alliance for Adequate and Healthy Nutrition) coalition, enters the media through the new front labeling on food packaging and with the purpose of motivating the population to participate in ANVISA's open consultation (National Health Surveillance Agency) about the topic: https://alimentacaosaudavel.org.br/direitodesaber/.
Created by Repense, an agency renowned for its performance and extensive experience in developing and planning campaigns for causes, communication consists of digital strategy, TV movie, Out of Home media, activations and urban impact interventions.
This IDEC campaign, based on Aliança pela Alimentação Adequada e Saudável, is for companies to correctly report the excess sugar, sodium and saturated fats present in packaged foods. Excessive consumption of these nutrients affects public health causing, for example, an epidemic of obesity in the population. IDEC stresses in the campaign that the alert on packaging shall be in the shape of a black triangle and in a size with good visibility.
“A well-informed person can make the best decisions when buying and consuming food. We want to engage the population in this cause for the clear, correct information and for the health of Brazilians," comments Dr. Ana Paula Bortoletto, nutritionist and head of IDEC's healthy eating program.
Structured in two phases, the first stage of the campaign includes visibility and conversion efforts, ranging from display on news channels to social media, Native-ads and sponsored links. The second phase will intensify communication with pieces on YouTube, Portals, Vertical Sites, Out of Home and TV channels.
Watch one of the campaign movies here: https://youtu.be/P_LiBfDP7C8
“When we think of the campaign motto - 'When you open your mouth, do not close your eyes' (Quando abrir a boca, não feche os olhos) - we creatively deconstruct a classic phrase we know, 'Open your mouth and close your eyes,' to draw attention to such a topical subject at the same time that can easily go unnoticed by much of the Brazilian population, so that the message of the campaign is clearly and directly understood by the consumer,” adds Alexandre Ravagnani, executive creative director of Repense.
The creation is by Martin Montingelli, Akira Tateyama, Mario Jorge and Roger Barbosa, with executive creative direction by Alexandre Ravagnani.
Title: When you open your mouth, do not close your eyes
Customer: IDEC - Brazilian Consumer Defense Institute
Executive Creative Director: Alexandre Ravagnani
Creation: Martin Montingelli, Akira Tateyama, Mario Oliveira, Roger Barbosa
Digital Production: Fabio Ovelheiro, Filipe Cândido
RTVC: Leandro Souza, Alessandra Pereira
Service: Thiago Xavier, Monique Gentil
Media and B.I.: Nino da Silva, Déborah Cardoso, Renata Milagres
Planning: Luna Gutierres
Scene and Photography Director: Eduardo Colesi
Customer Approval: André Corrêa, Luiza Amorim