The Social Cheesecake

New Media
Social Media


Project Title: The Social Cheesecake
Client or Class Name: Mondelez -

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”.




Creative Team

Marcelo Tripoli

Creative Director:
Thiago Lucci

Associate Creative Director:
Daniel Portuga

Senior Copywriter:
Priscila Sousa

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

Thaís Coelho

Marcos Fernandes / Marcelo Miúdo

Luíz Alberto Tatu

Client Approval:
Juliano Rodrigues / Vinicius Delmont / Juliana Senatore

Film Production:
Guto Nóbrega Studio



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