Giraffas - It's Real Food
project overview
Giraffas is a Brazilian fast-food chain. But unlike McDonald's, Burger King, or KFC, it serves actual meals, not just burgers and snacks.
In Brazil, we have a simple expression for that: real food.
Building on the brand's strongest differentiator, we developed a positioning that instantly connected with Brazilian consumers: Giraffas. It's Real Food.
For the launch campaign, we used AI in almost every aspect of production. Almost. Because one thing had to remain absolutely real: the food itself. After all, that's what the brand stands for.
Giraffas is a Brazilian fast-food chain. But unlike McDonald's, Burger King, or KFC, it serves actual meals, not just burgers and snacks.
In Brazil, we have a simple expression for that: real food.
Building on the brand's strongest differentiator, we developed a positioning that instantly connected with Brazilian consumers: Giraffas. It's Real Food.
For the launch campaign, we used AI in almost every aspect of production. Almost. Because one thing had to remain absolutely real: the food itself. After all, that's what the brand stands for.
Giraffas is a Brazilian fast-food chain. But unlike McDonald's, Burger King, or KFC, it serves actual meals, not just burgers and snacks.
In Brazil, we have a simple expression for that: real food.
Building on the brand's strongest differentiator, we developed a positioning that instantly connected with Brazilian consumers: Giraffas. It's Real Food.
For the launch campaign, we used AI in almost every aspect of production. Almost. Because one thing had to remain absolutely real: the food itself. After all, that's what the brand stands for.
To prove that Giraffas serves real food, we took the campaign straight to where comparisons happen every day: shopping mall food courts.
Through OOH placements and geo-targeted push notifications positioned right in front of competing restaurants, we invited people to make their own choice.
To prove that Giraffas serves real food, we took the campaign straight to where comparisons happen every day: shopping mall food courts.
Through OOH placements and geo-targeted push notifications positioned right in front of competing restaurants, we invited people to make their own choice.
To prove that Giraffas serves real food, we took the campaign straight to where comparisons happen every day: shopping mall food courts.
Through OOH placements and geo-targeted push notifications positioned right in front of competing restaurants, we invited people to make their own choice.
