Girl launches campaign “Everything that can work out will work”
With more than 90 years of tradition in Brazil, the Moça brand launches its campaign “Everything that can work out will work.” The explored concept involves recognized points of experience with the Girl products that have been translated through Girl’s Laws – which oppose Murphy’s popular Law, which says anything that can go wrong will go wrong. The idea is to touch the emotional side of the Brazilian by bringing delicious memories that involve the brand.
Recognized for its quality, Moça condensed milk was the first product of Nestlé to be produced in Brazil, and its success was so great that the brand became synonymous with this category. The campaign reinforces this point known to the public and invites people to demand MOÇA quality inside and outside of their homes.
In addition, the action shows that when we work with the solutions of the brand, everything will work out and be a delight. The communication is the first of FCB Brasil for the brand and will be in ads of magazines, out of home (Elemídia, Outdoor and Street Clock) and on social networks (Facebook and Instagram).
Campaign: GIRL Laws
Title: Girl’s Laws
Product: Milk Girl
Agency: FCB Brasil
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Fábio Simões
Creative Director: Romero Cavalcanti
Art Director: Rafael Beretta, Tiago Freitas, Victor Yves
Editor: Alex Adati, Carlos Johnson
Art Buyer: Daniel Gonçalves
Graphic Production: João Albertini, Daniela Fonseca, Paulo Oliveira, Camila Galdêncio
Projects: Luiza Di Bella
Attendance: Cristiane Pereira, Anna Sant’Anna, Enrico Torres, Eduardo Henne, Isabella Esteves
Planning: Marcia Neri, Bianca Reame, Rafael Gonçales, Carolina Valentim, Marielen Silveira, André Ferros and Pedro Quintão
Media: Fabio Freitas, Cristina Omura, Daniel Bonifácio, Jéssica Carvalho
RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Mariana Carneiro
Director: Rodrigo Resende
Customer Approval: Aline Mor, Camille Lau