
SapientNitro
www.sapientnitro.com/
Project Title: The Social Cheesecake
Client or Class Name: Mondelez - www.mondelezinternational.com
Philadelphia is the cream cheese leader in Brazil and the brand wanted to promote the cheesecake, the world’s most creamcheesy recipe. But since it’s an American dessert, it’s not rooted in Brazilian culture. Some people would rather have a Brazilian dish and most times they don’t know quite how to prepare a cheesecake. How did we solve that problem?
Simple: we asked Brazilians what type of cheesecake they’d like to eat. That’s how we created the first collaborative cheesecake recipe in the world: The Social Cheesecake. The first recipe made through social media by Brazilians.
A Facebook post invited consumers to vote for the ingredients they wanted in The Social Cheesecake using hashtags (e.g.: #iwantbacon, #iwantcookies, #iwantbrigadeiro). And we selected the three most voted ingredients to prepare the most Brazilian cheesecake ever.
On July 30th, cheesecake day, we published a video with one of the best participants of the TV show Master Chef Brasil, Gustavo Bicalho, revealing the recipe. The campaign reached over 200.000 people and had over 30.000 interactions between fans and brand in only a few days. But the best thing was that The Social Cheesecake became a part of the menu of Cheesecakeria, also known as Brazil’s “Cheesecake Factory”.
CCO:
Marcelo Tripoli
Creative Director:
Thiago Lucci
Associate Creative Director:
Daniel Portuga
Senior Copywriter:
Priscila Sousa
Copywriter:
Lara Rangel / Marconi Filho
Senior Art Director:
Fernando Dutra
Art Director:
Renato Gusmão
Motion Designer:
Eduardo Terrataca
Film Editor:
Jorge Jr.
Account Director:
Flávia Denser
Account Client:
Maurício Rodrigues / Elizabeth Cristine
Project Manager:
Juliana Bonaldo / Ricardo Montovani
Community Manager:
João Marcon
Media:
Thaís Coelho
BI:
Marcos Fernandes / Marcelo Miúdo
Planner:
Luíz Alberto Tatu
Client Approval:
Juliano Rodrigues / Vinicius Delmont / Juliana Senatore
Film Production:
Guto Nóbrega Studio





























































