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Bauducco® Halloween
2025
October
Context:
Halloween has become a major cultural moment in Brazil, especially for Gen Z. Every year, searches for “Dia das Bruxas” spike, and the date evolves into a full ritual: choosing costumes, binge-watching horror classics, sharing content and joining online trends.
For Bauducco — a brand traditionally tied to Christmas — this cultural wave opened the opportunity to expand its seasonal relevance and show up in a pop-culture moment young audiences already love.
The Challenge:
How could a Christmas-centric brand authentically insert itself into a date defined by horror and suspense and truly connect with Gen Z and young Millennials?
Insight:
Halloween isn’t just about fear.
It’s about the unexpected — the kind of strangeness that entertains before it scares.
Just like the Bauducco + Fini products: combinations that look unusual, but taste surprisingly good.
Strategy:
We tapped into a behavior young people already engage with: consuming and creating “trash content” — videos with awkward acting, bad effects and intentionally clumsy scripts, the kind that are “so bad, they’re good.”
By embracing this chaotic, imperfect aesthetic, Bauducco + Fini could blend authentically into Gen Z’s feed and deliver “unexpectedly good” moments in a format they instinctively connect with.
A perfect match for a product line that looks strange but tastes amazing — reinforcing the idea that the unexpected can be delightful.
Idea:
“Scarily Good.”
A series of short films, intentionally “bad” in script and execution to echo the trend of low-budget Halloween content and highlight the spirit of assustador de bom — in the films and in the products.
My Role:
I supported the strategic development of the campaign, guiding my team through the process and contributing to the key creative insight that unlocked the idea: the power of the “unexpected” — the kind of delightful strangeness that makes Halloween culturally irresistible.
I provided strategic direction, helped refine the cultural angle and ensured the final concept remained aligned with youth behavior and the brand’s ambition.
