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Nestlé's Leite Moça Pays Tribute to Brazilian Women for 100th Anniversary Celebrations 

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With the campaign '100 Years of Leite Moça. Everything that can go right, will go right' from FCB Brasil, the brand celebrates the support and complicity of those who helped write its history

Nestlé's Leite Moça Pays Tribute to Brazilian Women for 100th Anniversary Celebrations 

In the year of its 100th anniversary in Brazil, Nestlé's Leite Moça, one of the most iconic and beloved brands in the country, pays tribute to Brazilian women. The condensed milk brand launched a campaign that portrays sweet and iconic stories involving the brand, such as the creation of the ‘brigadeiro’ – a traditional Brazilian sweet (and possibly the most famous), invented by Brazilian women fighting for the right to vote in 1940 –, and even everyday stories of women who discover empowerment and personal growth through cooking and confectionery. The campaign leveraged digital and audiovisual content, as well as a commemorative edition of the traditional Leite Moça can. The campaign is signed by FCB Brasil.

"Moça is an iconic brand in Brazil because Brazilian women made it iconic. With each sweet, each recipe, Moça went from being an ingredient to being part of our history. It is present in unforgettable moments and has become a beloved brand. We want to celebrate the century-old sorority between Moça and Brazilian women, by showing the wonderful things we can do together, both in the kitchen and out in the world. The campaign extols that history, but it also looks to the future, with the optimism that we all need this year, showcasing women's transformative power," says Renata d'Ávila, FCB Brasil CSO.

The brand's 100th anniversary video shows that, with every can opened by a Brazilian woman, Moça is writing its history. Together, they have done wonders, created iconic recipes, and experienced sweet moments. The video was directed by Lua Voigt, and produced by Delicatessen Filmes. It is also being released on digital media.

On social networks, over the next few months, 100 women will have their stories told, and each of them will portray their special connection to Leite Moça, whether as consumers or entrepreneurs. Research and reporting are signed by journalist Adriana Terra.


The History of Nestlé’s Leite Moça

Milkmaid condensed milk arrived in Brasil in 1890. But in 1921, when Nestlé opened its first factory in the country, the product was given a new name, created spontaneously by consumers in reference to the nice maid featured on the label. That was the beginning of Leite Moça, which has become synonymous with the category and one of the most important ingredients in the culture of our nation's sweets, with recipes handed down from one generation to the next.


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Leite Moça 100

Advertising Agency: FCB Brasil

Client: Nestlé

Strategy, creative and production: FCB Brasil

Team: Amanda Fonseca, Anna Martha, Bibiana Saldanha, Bruna Pastorini, Bruna Rodriguez, Carolina Andrade, Catarina Fortes, Daniel Gonçalves, Elton Longhi, Fabio Freitas, Fabio Simões, Fabiola Toschi, Fernanda Geraldini, Jaqueline Camargo, Julia Teodoro, Juscelino Vieira Lima, Marcelo Rizério, Pedro Lazzuri, Ricardo John, Renata D’Ávila, Renata Reigota, Talitha Cardozo, Thea Rodrigues, Vinnicius Vespoli

TVC Producers: Cabaret and Delicatessen Filmes

Content Production: Estúdio Mol

Illustrations: Illustration X

 
Delicatessen Filmes Crew

Director: Lua Voigt

Photography Director: Licia Arosteguy

Assistant Director: Juliana Antich

Art Director: Miwa Shimosakai

Wardrobe: Roberta Ahrons

Casting: Cintia Cristina Capellano

Executive Director: Luciana Mattar

Executive Producer: Tathi Pires

Line Producers: Elisa Mello and Rafael de Paula

Production Coordinators: Grayce Felix and Felipe Cavassin

Project Manager (Fill): Daniel Lombardi

Production Director: Magali Heinze

Creative Assistants: Carolina Alberti and Dario Caregaro

Post-production: .PSTVFX

Post-production Executive: André Serra

Post-production Coordination Assistants: Bruna Veber, Diego Nascimento, Lucas Marini

Final artwork: Israel Requene

Editing: Nathalia Kamura

Motion: Raphael Santos

Post-production Assistant: Danilo Ferreira

Editing Assistant: William Maxwelli

Color: Marla Grading

Cabaret Crew

Musical Production: Leticia Medeiros

Original Score: André Henrique

Mixing and Post-Production: Gab Scatolin

Client Services: Ingrid Lopes and Flávia Caparelli

Coordinators: Verusca Garcia , Junior Freitas, Carol Oliveira

Voiceover: Carol Melhem

Estúdio Mol Crew

Executive Producers: Galileo Giglio and Joaquim Carriço

Photography Director: Carine Wallauer

Production: Simone de Angelis

Account Services and Post-Production Coordinator: Jin Tsui

Motion Design: Eloy Martins

Graphic Design: Rafael Muller

Illustration X Crew

Illustrator: Débora Islas

Client Services: Ana Bandarra

Client Approval 

Client approval: Beatrice Fasquel, Caio Queiroz, Frank Pflaumer, Rafael Nadale, Natalia Goivinho, Samara Ferrara, Stephanie Arnesen

Genres: People

Categories: Food, Canned Food

FCB Brasil, Tue, 04 May 2021 13:06:00 GMT