Brinox: THE MEAL BUBBLE GUM

Credits & Description:

Advertiser: BRINOX
Agency: DDB BRASIL
Category: Special Build
Advertising campaign: THE MEAL BUBBLE GUM
Art Buyer: Cesar Boff (DDB Brasil)
Art Director: Felipe "cauby" Martins (DDB Brasil)
Film Production: Animake (Animake)
Video Editor: Marcelo Stifelman (DDB Brasil)
Illustrator: Joao Azeitona (DDB Brasil)
Audio Production: Loop Reclame (Loop Reclame)
Creative Director: Rafael Bohrer (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Account Director: Alessandra Volkweis (DDB Brasil)
Art Finalist: Andre Rocha (DDB Brasil)
Ceo: Marcio Callage (DDB Brasil)
Art Buyer: Mariene Braga (DDB Brasil)
Rtvc: Thiago Vanigli (DDB Brasil)
Rtvc: Bernardo Silva (DDB Brasil)
Illustrator: Bruna Marques (DDB Brasil)
Rtvc: Clarissa Willrich (DDB Brasil)
Illustrator: Felipe "cauby" Martins (DDB Brasil)
Advertiser: Jaqueline Brognoli (Brinox)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
Copywriter: Rafael Zenato (DDB Brasil)

Implementation
The solution was to show opinion makers that our pans don’t let any food stick to them, demonstrating what happens with your meal when the pan is not Brinox Colour Cook.To do so, we created the stickiest food in existence: The Meal Bubble Gum. Three never-before-seen flavours, in three special edition boxes: Barbecue Ribs, Parmesan Fillet and Stewed Beef in Madeira sauce.The product was advertised on the back of the packaging, with the following message: “Here your meal doesn’t stick like gum”. Thus, we generated credibility for the saucepans by showing they are indispensible in the kitchen.

Client Brief Or Objective
Brinox is one of the largest manufacturers of household utensils in Brazil, with over 2,000 items in its portfolio. At the start of 2013, the company launched a new line of non-stick saucepans: Brinox Colour Cook. The brand faced a challenge within this scenario: how to generate credibility for a completely unknown product?

Outcome
Thanks to the project developed, three cooking school programs adopted Brinox cookware in the classrooms.In many other schools, the chewing gum became a “gift” for students that let food stick to the pan.Furthermore, Brinox cookware became a hot topic among people who understand gourmet cooking the most: the best chefs in Brazil and the students of major culinary schools.And most importantly: many people now know that our business is making pans food won't stick to. Not chewing gum flavors

Execution
The chewing gum was sent to leading chefs and given to students at the top culinary schools of Brazil. At each school, the promoters interacted with the public, presenting the Brinox brand and inviting the class to try a different food. After handing out the chewing gum, they explained to the students that if they did not use the Brinox Colour Cook line, the meal would turn out like that: sticky, with a bizarre flavour.The initiative spread information and generated loads of fun among opinion makers, transforming the brand into a hot topic inside and outside of the schools.