Mix. Dare. A campaign about self-expression through fashion

The Dutch department store C&A has been in Brazil since the 1970s. Facing increasing competition, the brand relied on price-based ads with local celebrities, but this strategy failed as sales and brand image declined. Adopting a new positioning, C&A shifted focus from retail to fashion, highlighting self-expression through fashion, which transformed the brand's conversation throughout the year.

MIX. DARE. ENJOY.

The "Awake" TV spot introduced the new brand positioning.

MIX. DARE. TRY.

The Valentine's Day campaign was called "Mixed Valentine's Day C&A."

MIX. DARE. SURPRISE.

In the Father's Day campaign, we highlighted that the beauty of the relationship between father and son lies precisely in their differences.

MIX. DARE. START OVER.

In this campaign, we proposed a conscious fresh start for 2017, built around this insight: to be accepted, you must accept others.

For each film, we composed an original, unbranded song available on all music platforms and played on radio stations across Brazil.

CASE VIDEO

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Awake:

Brazilian Creative Annual 2016 - Gold

Brazilian Creative Annual 2016 - 2x Silver

Brazilian Creative Annual 2016 - Bronze

Brazilian Creative Annual 2016 - in Book

Brazilian Creative Annual 2016 - C&A Client of the Year

Profissionais do Ano Globo TV 2016 - finalist

Mixed Valentine's Day:

El Ojo de Iberoamérica 2016 - Gold

Brazilian Creative Annual 2017 - Bronze

Wave Festival 2017 - Bronze

Tug of War:

Profissionais do Ano Globo TV 2017 - finalist

Brazilian Creative Annual 2017 - in Book

Brazilian Creative Annual 2017 - in Book (craft direction)

Father's Day:

Brazilian Creative Annual 2017 - in Book

My Role:

Creative / Art Director

Creative Team ALMAP BBDO:

Luis Sanches - CCO

Ricardo Chester - ECD

Bruno Prosperi - ECD

Ana Carolina Reis - Creative / Copywriter

Daniel Poletto - Creative / Art Director