Agency: Mutato
Year: 2022
Client: Mercado Pago
ECD: Alessandra Muccillo
ACD: Gabriel Silva
Team: Bianca Santana, Vitor Coutinho, Rogério Scaramal, Eduardo Pinho
Production Company: Surreal Hotel Arts
Director: Bruno Zambelli
Audio: DaHouse Audio
Photographer: Hick Duarte

My role: Creative idea, art direction & visual narrative, production coordination.

What are the best way to launch a product for teenagers but talking to their parents? Mercado Pago recreates the universe of a famous brazilian TV show from the late 80s called "Xou da Xuxa", with the hostess daughter, Sasha.

We updated the show and brought elements that make a connection with young people from Generation Z, such as connectivity and TikTok challenges, as well as bringing many references from the time to create an affective connection with our target.

OLVs and Social Media content

Meio & Mensagem: Mercado Pago traz revival do Xou da Xuxa para falar de finanças
Clube de Criação: Conta só pra grandinhos
Estadão: Mercado Pago traz Sasha Meneghel para ser a nova apresentadora do ‘Xou da Xuxa’
Adnews: Mercado Pago traz de volta o Xou da Xuxa com Sasha Meneghel

From São Paulo, Brazil 🇧🇷
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