Natal Casa Bauducco®

Context:
Christmas is Bauducco®’s core territory, but it is also a strategic moment to differentiate Casa Bauducco® from the master brand, reinforcing its positioning within the premium gifting universe.

Challenge:
Position Casa Bauducco® as a premium gifting destination, elevating panettone from a traditional seasonal product to a curated object — one that conveys care, exclusivity and emotional meaning.

Insight:
For Casa Bauducco®’s audience, gifting is never just about the product. It’s a personal gesture that expresses affection, cultural repertoire and intention. Like a piece of art, a well-chosen gift communicates something about both the giver and the recipient.

Strategy:
Anchor the brand in the codes of the art and luxury worlds — territories that naturally build desire, symbolic value and exclusivity. By treating panettone as a crafted piece and the store as a curated gallery, Casa Bauducco® reframes Christmas gifting as a sophisticated, emotional ritual.

Idea:
Presentear é uma arte.
A Christmas platform that positions Casa Bauducco® as a curator of gifts. Through artist collaborations, limited editions, handwritten notes and immersive in-store experiences, the campaign transforms panettone into a meaningful, artful expression of care.

My Role:
I collaborated throughout the strategic development of the project, helping explore art and luxury as cultural territories and drawing parallels with premium gifting behaviors. I supported the analysis of affluent audiences and contributed to shaping the creative direction toward a refined, curatorial positioning — ensuring the idea felt culturally credible, emotionally resonant and aligned with Casa Bauducco®'s ambition.