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Bauducco® transforms other products’ packs in media and challenges consumers to discover its new bread line
Bauducco bets on interactive brand experience in retail to grow in the market for naturally leavened breads.
The Varanda Supermarket, in São Paulo, hosted an unprecedented brand experience activation that transformed packaging of products from various categories into media to promote Bauducco®'s line of naturally leavened breads.
Bauducco is the number one brand in cookies in Brazil, surpassing Oreo in a recent research from Kidscorpe (data: 2024). In order to raise awareness for its new line of breads, consumers were challenged to explore the supermarket shelves in search of packaging of other products that display images of breads, such as hot dogs, hamburgers, cheeses, and chocolate syrup. When these packages were scanned, participants were introduced to one of the Bauducco® breads that best matched the scanned product.
Other credits
Agency: AMPFY
Client: BAUDUCCO
Product: BAUDUCCO
Title: BAUDUCCO HACK
Chief Creative Officers (CCO): Andrea Siqueira, Fred Siqueira
Executive Creative Director (ECD): Bruno Ernica
Creative Directors: Fabio Guima, Mayara Ribeiro
Associate Creative Director (ACD): Carolina Marques
Copywriters: Janaína Neri, Julia Garicochea
Art Directors: André Mendes, Matheus Rosa
Social Copywriter: Nicole Cavalcante
Social Art Director: Mateus Aleo de Macedo
Content Lead: Vivian Freitas
Content Creator: Fernanda Aidar
Chief Business Officer (CBO): Guilherme Brum
Executive Client Services Director: Rodrigo Ribeiro
Client Services Director: Manoela Galvão
Account Manager: Danilo Almeida
Executive Operations Director: Eduardo Sassá
Operations Managers: Marcia Sumie, Luiza Murakami
Project Manager: [not listed]
Strategic Planner: Victoria Aronis
Chief Media and Data Officer (CMDO): Sergio Brotto
Executive Media Director: Thais Degilio
Media Director: Cibele Coelho
Media Manager: Bárbara Castro
Data Intelligence: Bruno Longo, Thatiane Nunes
Ampfy Production: Carolina Godoy, Day Dantas
Production Company: MODERNISTA CREATIVE PRODUCERS
Directors: Chico Gomes, Laís Sambugaro
Executive Producers: Marcelo Monteiro, Alexandre Lucas
Account Management: Iara Demartini, Isabela Fakelmann
Creative Directors: Bruna Dutra, Giorgio Bruno
Assistant Director: Pedro Sokol
Director of Photography (DoP): Vini Bock
Camera Operator: Tiago Eli Ribeiro
Logger: Thiago Meggiato Pereira
Video Assist: Augusto Galvão Cruz
Production Coordinator: Pedro Gomes
Production Coordination Assistant: Clarice Duo
Head of Production: Gilberto Tarcizo Pereira
Producers: Ana Paula Rodrigues Ribeiro, Fernando Pontes Barbosa
Production Intern: Bárbara Mikie Paiva Rocha
Set Assistants: Thiago Massayoshi Anzai, Hélio Meggiato
Location Manager: Eduardo Bittar
Casting Director: Lourdes – AG Haifa
Casting Assistant: Alexandre de Almeida Simões Lavoura
Gaffer: Alexsandro Soares dos Santos (Lambes)
Assistant Gaffer: Juliano Areias dos Santos Pereira
Grip: Rodrigo Molica Severo (B.O)
Post-Production Coordinator: Nathalie Rueda
Post-Production Assistant: Gabriel Carneiro
Editor: Gabriel Peixoto
Color Grading: Gui Fuchus
Motion & VFX: Iuri Nogueira
Post-Production: Nathalie Rueda
Audio Production Company: LIQUO
Music Director: Felipe Engel
Account Manager: Nic Bonnet
Music Producers: Thiago Lucas, Vicente Dias Jacomini
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