Description
Based on studies that reveal that the act of sharing meals creates affective memories powerful enough to make people diagnosed with Alzheimer’s relive moments, Nestlé and Publicis Brazil, launched the experiment “Unforgettable Recipes.” Produced by O2 Filmes, directed by Fred Luz and supported by chef Carol Albuquerque, the campaign reproduces recipes that help people who have the disease to recover memories from the past.
Júlio took a trip down the memory lane with his first bite of salted cod. Antônia brought back years of memory by eating “sarapatel” again. When Maria took a bite of the “ball cake”, the past came into the present. Junilia remembered her love when trying her “bean cake”.
In common, all the people who participated in the action were diagnosed with Alzheimer's. According to data from the Alzheimer Brazil Institute (IAB), a partner in the experiment, the disease is the most frequent cause of dementia – around 50 to 70% of all registered cases –, which reinforces the relevance of awareness campaigns.
“The campaign highlights the power that recipes have to establish deep connections between people, reviving memories and emotions and shaping experiences that last a lifetime. It reinforces the purpose of Nestlé Recipes, which has connected people emotionally through food for more than 60 years”, says Ionah Kochen, vice president of marketing and communications at Nestlé.
Mauro Ramalho, CCO at Publicis Brazil, highlights: "Unforgettable Recipes is a project with a strong purpose. We help to propagate a theme that is part of the reality of thousands of Brazilians and that deserves attention.”
Through developments on social media, the “Unforgettable Recipes” campaign shows that the bonds created around the table last longer than anyone imagined. All recipes recreated for the campaign are available on the Nestlé Recipes website. In addition, the public can also share dishes that are part of their stories on the platform.
This professional campaign titled 'Unforgettable Recipes' was published in Brazil in April, 2024. It was created for the brand: Nestlé, by ad agency: Publicis Brasil. This Integrated medium campaign is related to the Health industry and contains 4 media assets. It was submitted 8 months ago.
Credits
AGENCY: Publicis Brasil
TITLE: Unforgettable Recipes
DURATION: 4'
PRODUCT: Receitas Nestlé
CLIENT: Nestlé
CEO: EDUARDO LORENZI
VP DE MÍDIA: MAURICIO ALMEIDA
COO: GABRIELA BORGES
CREATION
CCO: Mauro Ramalho
ECD: Fabio Astolpho
CD: Arturo Marenda, Laura Azevedo, Leandro Pinheiro
ACD: Bruno Donadio
ACD: Elias Carmo
ACD: Rodolfo Monteiro
Creatives: Carolina Marques, Catherine Nascimento, Elias Carmo, Mariana Piano e Rodolfo Monteiro
PRODUCTION
Head of Production: Valéria Andrighetti
Produtora: Márcia D'Albuquerque
Art Buyer: Raphael Macedo
BUSINESS
BD: Nina Camargo
Diretora de Contas: Laura Mello
Gerente de Contas: Bia Maiorano
Assistente de Atendimento: Nathalia Costa
DIGITAL: Daniela Dias, Cristiano Alves
PROJECTS AND TECHNOLOGY
Head de Projetos: Maria Fernanda Laudisio
Líder de Projetos: Lorane Maximo
Estagiário de Projetos: Henrique Moreira
STRATEGY
CSO: Juliana Elia
Strategy Director: Ileana Milan
Strategy Manager: Tabata Pimentel
MEDIA PUBLICIS
Media Director: Aline Brazolotto
Isadora Alduini, Laís Dalcin, Jaqueline Ahagon, Fernanda Lima
BRAINLAB
CRM: Francisco Ifarraguirre, Aline Kim, Nazareth Balian Kulaif, Chayenne Cadaval e Bruno Marcelo
CLIENT APPROVAL: Gustavo Aguiar, Rafael Berenguer, Daniela Marques, Luiza Bovino, Felipe Santos, Felipe Custódio
PR: Leonardo Araujo, Samara Oliveira e AND, ALL
AUDIO PRODUCER: Punch Audio
PRODUCER: Cristiano Pinheiro
CREATION: Douglas Fonseca
HEAD OF PRODUCTION: Lili D.Aragoni
ACCOUNT SERVICE: Ale Pais and Gabi Takan
COORDINATION: Cristiane Oliveira and Karina Coviello
MIXING AND FINISHING: Gustavo Guanaes, Ian Sierra and Rodrigo Tuchê
VIDEO PRODUCTION
FILM PRODUCTION COMPANY: O2 FILMES
DIRECTOR: Fred Luz
EXECUTIVE PRODUCTION DIRECTOR: Flavia Zanini
EXECUTIVE PRODUCTION: Ed Tamachiro
EXECUTIVE ASSISTANT: Tiemi Fujise
ACCOUNT DIRECTOR: Rejane Bicca
ACCOUNT SERVICE: Ivan Caetano and Rodrigo Ohara
POST ACCOUNT SERVICE: Nany Lucena
DIRECTOR OF PHOTOGRAPHY: Fernando Bertoluci
PRODUCTION DIRECTOR: Daniel Favaretto
1st ASSISTANT DIRECTOR: Tyrone Rodovalho
CASTING DIRECTOR: Luciana Kfouri
HAIR AND MAKEUP ARTIST: Lula Moraes
STILL PHOTOGRAPHER: Marina Atallah
POST PRODUCTION: O2 Pós
EDITING: Andre Dib
POST PRODUCTION COORDINATOR: Claudio Tolentino and Henrique Gomes
POST PRODUCTION SUPERVISOR: Mariana Falcão and Beatriz Mazarak
COORDINATION ASSISTANT: Beatriz Maceió and Igor Luís
FINISHER: Leonardo Vitorello
FINISHING ASSISTANT: Leno Taborda
VFX SUPERVISOR: Thiago Corá
COLORIST: O2 Pós
