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Alelo® Gaming For Good
2023
December
Context:
In 2023, Brazil returned to the UN Hunger Map, with 33 million people facing food insecurity. This critical scenario revealed an opportunity for Alelo®, Brazil’s largest food benefits brand, to take meaningful action and drive real-life impact.
Challenge:
Mobilize young people around the issue of hunger and position Alelo® as a credible and relevant player in the fight against food insecurity — without sounding opportunistic.
Insight:
Young people are deeply immersed in the gaming universe. Within this environment, we uncovered a powerful tension: in games, virtual food is infinite and keeps players alive — what if it could help keep families alive in real life?
Strategy:
Turn a behavior they love — gaming — into real-world impact.
Idea:
Play Solidário (Gaming for Good) transformed Minecraft gameplay into a mission against hunger. Every virtual food item collected unlocked a real food donation from Alelo. Streamers amplified the initiative, turning individual gameplay into collective action.
Results:
• 1,500 families supported
• 20 tons of food donated
My role:
I led the strategic team — mapping cultural tensions, decoding gamer behavior through interviews, social listening, and desk research, defining the core insight, and shaping the narrative that guided the creative team.
