| Titulo | A Fortune Cookie That Changes Lives |
| Agência | FCB Brasil |
| Campanha | A Fortune Cookie That Changes Lives |
| Anunciante | Pão de Açúcar |
| Marca | Pão de Açúcar Mais |
| Posted | Julho 2013 |
| Sector Empresarial | Grandes armazéns, supermercados |
| História | Birthday is always a special time of the year for anyone who likes to share this moment with the beloved ones. In this action, Giovanni+Draftfcb suggested to Pão de Açúcar something that can sound really simple if the entire scenario is not known: a birthday card in the shape of a fortune cookie, part of relationship marketing program. But why not make this chain of happiness achieve even more people? In Pão de Açúcar’s client birthday the happiness spread not just for this person that receives the card, but to all of the ones who made that final piece of paper get to his/her hands. The Brazilian supermarket chain developed a partnership with the NGO "Clube de Mães do Brasil”. They stared this collaboration by producing a fortune cookie that changes the fortune of those who made it, helping homeless people to rebuild their lives by giving them work and support. |
| Filosofia | Develop an action having Pão de Açúcar´s clients birthday as the focus was the background for "Fortune cookies that changes lives" campaign. "What is happiness for you?" This was the key question to start thinking of something that could really reach this special costumer on a date already full of meaning. |
| Resultado | • 15.000 cards has sent out every month• 340.000 birthday cards sent since the beginning of the partnership• more than 100 people assisted by the NGO "Clube de Mães do Brasil” every day |
| Tipo de Mídia | Social Media |
| Comprimento | |
| Director executivo criativo | Rui Piranda; Marcelo Carnevale |
| Diretor de Criação Digital | Mauro Ramalho |
| Supervisor de criação | Paula Hargreaves Sales |
| Criação | Vivian Maia; Fabio Furtado; Bruno Santos |
| RTV | Ana Flávia F. Lucca, Vivi Guedes; Karina Figueiredo; Victor Alloza |
| Produção Gráfica | Alexandre Schulz |
| Projetos | : Amanda Redondo; Fabiana Amatti Marques; Tulio Silva |
| Technology Department | Paulo Marques; Wylkon Cardoso |
| Information Architect | Patricia Silva |
| Executivo de contas | Luis Felipe Feresin, Lísia Fischer; Rodrigo Motta; Eduardo Golcman |
| Film Director | Fábio Furtado |
| Editor | Rodrigo de Castro |
| Pós-produção | Rodrigo Castro; Rodrigo Resende |
| Pós-produção | Cinemá |
| Auditivo | House Blower |