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São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
São Geraldo - In São João We Dress de Northeast
2025

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São Geraldo - In São João We Dress de Northeast

Commemorative packaging of a traditional São João

For the project, São Geraldo chose to pay homage to one of the region's most important popular festivals, São João, by using nine themed 350 ml cans of its cashew soft drink, each representing one of the nine states of Northeast Brazil. The cans feature pop illustrations representing artists, characters, architecture and regional symbols, emotionally connecting consumers. As well as highlighting the Northeast's cultural identity, the cans are recyclable and can be used as decorative items. The campaign celebrates local traditions, standing out for its innovation and respect for the cultural diversity of each region.

Client / Manufacturer

Cajuína São Geraldo

Juazeiro do Norte, Ceará, BR
Design

Bando Propaganda

Fortaleza, Ceará, BRPevê Azevedo, Samuel Ribeiro, André Freitas, Giácomo Brayner, Hannah Aguiar, Nathan Santiago, Tiago Caldas, Isaac Teixeira
Date of Launch
2024
Development Time
up to 6 Month
Target Regions
South America
Target Groups
Consumers / Users

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