• The Social Cheesecake

    New Media
    Social Media


    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”.




    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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