Panetone do Bem
Galegão Supermercados
Panetone do Bem is a social project from Galegão Supermercados to help senior people that lives in retirement home. In the end of 2014 we turned the communication into a ludical way and suggested a rebrand on the project logo and panettone package. We asked to some residents to tell their stories to show how someone helped or how they help each other and reinforce that you don't need to do so much effort. To help these seniors is simple - and easier - as people think. 

With Panetone do Bem is much easier to help these seniors.
You just need to buy a Panetone and it's done. You are already helping them.
Results: Galegão sold 47.480 panettones, 52% above 2013 edition.

Agency: Seven Comunicação Total
Creative Director: Mário Sério Ferreira
Art Director: Edson Hayashi
Copywriter: Renato Castanheira
Package Designer: Thiago Ranielli
Illustrator: Edson Hayashi
Video Producer: Kaffe Films

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