Brazilian Brand NESCAU Turns 'Zombie Generation' into Sports Stars

NESCAU, a brand with over 90 years of history and whose DNA is rooted in energy and sport, presents a special Halloween animation, created by Ogilvy, inviting children and families to lead a more active life through sport. The launch continues the conversation begun last year, when the brand leveraged the Halloween season to communicate that nothing is more frightening than a stationary sports item, connecting it to horror characters. Now, the story evolves to show that the real fright is a childhood without sport, especially when the screen takes its place.

The animation stems from an insight into the so-called 'Zombie Generation,' an expression referring to children and teenagers hypnotized by their cell phones, who stop playing and engaging in physical activities. For a brand that encourages sports like NESCAU, this is truly frightening. In the animation, the energy of NESCAU 'breaks the curse' of screens, encouraging moments of interaction between friends, live, through sports, restoring the balance between the real and online worlds.

In Brazil, Halloween is gaining more and more space on the calendar, ceasing to be just an imported tradition and becoming a consumer and cultural phenomenon. Last year, the date generated R$ 3.7 billion, an increase of up to 20% compared to the previous year, according to the National Confederation of Commerce (CNC), in a survey published by Mundo do Marketing .

“In 2024, we already addressed this theme in NESCAU's Halloween campaign. This new creative opportunity seeks to reinforce NESCAU's positioning as 'Energy that makes the game possible,' highlighting the importance of physical activity,” emphasises Valéria Desideri, head of influence and content at Ogilvy.

“NESCAU believes that sport, especially in childhood, is fundamental for the development of values and self-confidence in children. With this campaign, we reinforce the brand's commitment to promoting a more active life away from screens, encouraging real connections and live experiences,” explains Tatiany Ernesto, marketing director of NESCAU.

The animation and digital content will be broadcast on the brand's proprietary channels and social media platforms during the Halloween period, encouraging conversations about healthier habits. The production is by Criativos, who used a mix of illustration techniques and artificial intelligence.