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União Sugar Gives Mall Santas a Festive Surprise for Christmas

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To make Christmas even sweeter, Leo Burnett Tailor Made is paying tribute to those who are dedicated to delighting both children and adults

União Sugar Gives Mall Santas a Festive Surprise for Christmas

Every year he receives hundreds of requests, from the most traditional to the most irreverent. But what would Santa like for Christmas? It was this idea of making the Christmas of mall Santas sweeter that União Sugar prepared a special surprise.

In the stunt ‘Santa’s Santa Claus’, created by Leo Burnett Tailor Made, União sought professionals who have embodied this iconic figure for years and -through their family and friends - found out what present they would like for Christmas.

"Every year, the Santa Clauses at malls, supermarkets, stores and the like listen to the requests of millions of children, thus making their world a sweeter one. But no one’s ever stopped to wonder what they would like to get. But that’s exactly what we have done, underscoring União’s position ‘For a Sweeter World’," explains João Caetano Brasil, Creative Director for LBTM.

Much more than simply unveiling these Santa Clauses’ requests, the campaign seeks to encourage the public to give a little something to these people who help make Christmas such a special time. Towards this, a special recipe was developed by União’s Experimental Kitchen.

"This Christmas we want to encourage the public to make Christmas an even sweeter and more memorable moment and we want to show that this can be done in a very simple way. That’s why, in addition to giving presents to the Santa Clauses in our campaign, we also prepared a video recipe that shows you how to prepare a beautiful garland cake, which is perfect for surprising the people who are special to us. By doing so, we continue to underscore our positioning ‘União For A Sweeter World’, which began taking form with the Sweet News campaign and which continues to guide all of the brand’s actions."

In addition to the film and video recipe, the campaign also counts with the participation of Nah Cardoso, Bruna Viera, Maju Trindade, Carol Fiorentino and Ana Salinas, who were invited by the brand to give presents to their Santas and document it on their social media accounts.

The brand also created a special landing page that offers a selection of 30 Christmas recipes - all created and tested by Uniao’s Experimental Kitchen. Check it out here.

União Sugar Surprises Santa Clauses in New Campaign
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Brand: União

Production Company

Production Company: Bubble Gam

Director: Hugo Gomez

DOP: Alexandre Samori

Executive Producer: Andrea Martins

Producer: Kika Carvalho, Felipe Hassum


Music Agency: Antfood

Music Production: Vinicius Nunes

Producer: Lou Schmidt, Vinicius Nunes, Wilson Brown

Senior Account Director: Christiane Rachel, Lou Schmidt, Sean McGovern

Creative Agency

Account Executive: Fabio Brito, Renato Broggin, Andrea Ferreira, Rafaela Viana

Agency Production: Maria Fernanda Moura, Celso Groba, Camila Aquino

Art Director: Ivan Loos, André Sakai

Chief Content Officer: Marcelo Reis

Executive Creative Director: Alexandre Pagano

Creative Agency: Leo Burnett Tailor Made

Copywriter: Henrique Zirpoli

Illustrator: Felipe Massis

Media Planners: Andrea Hirata, Ana Claudia Rosatti, Glenda Tugumia

Planners: Tiago Lara, Tania Almeida, Daniel Dante

Categories: Sweet, Food

Leo Burnett Tailor Made, Wed, 18 Jan 2017 19:44:59 GMT