Bauducco® Halloween

Context:
Halloween has become a major pop-culture moment for Gen Z in Brazil, with brands increasingly leveraging the date to connect with young audiences. This wasn’t traditionally the case for Bauducco®.

Challenge:
For Bauducco® — a brand historically associated with Christmas — Halloween represented an opportunity to expand its seasonal relevance, meaningfully engage younger audiences and introduce a bold new collaboration with Fini®.

Insight:
Halloween isn’t just about fear — it’s about the anticipation of the unexpected.
Just like Bauducco® & Fini®: combinations that may seem strange at first, but turn out to be surprisingly delicious.

Strategy:
Embrace Gen Z’s unexpected appetite for “so bad it’s good” Halloween movies — where imperfection is the joke and low production becomes part of the charm — allowing the brand to authentically enter the Halloween conversation and frame the collab as unexpectedly delightful.

Idea:
"Assustador de Bom"
A series of intentionally “bad” short films inspired by Halloween’s trash-content aesthetic — translating "Assustador de bom" into both storytelling and the product experience.

My Role:
I supported the strategic development of the campaign, guiding the team throughout 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 helped refine the cultural angle, provided strategic direction, and ensured the final concept stayed aligned with Gen Z behavior and Bauducco’s brand ambition.