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Club Social was an iconic brand, but it had gone quiet. After years without a major campaign, it had lost its connection with younger consumers. Our mission was a full-scale relaunch: to re-energize the brand and make it relevant for a new generation living a fast-paced, non-stop life of college, work, and socializing.
 

Our strategy was built on an insight that connects the product directly to the consumer's lifestyle. They need a snack that keeps them going. This led us to a new core concept: "Partiu Pra Não Parar". The phrase in Portuguese is a clever play on words,
 

masterfully linking the physical act of "partir" (to break) the cracker with the popular slang "Partiu!" (Let's go!). It positioned Club Social as the official fuel for a life in constant motion.

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Based on this new platform, we developed a completely new, more dynamic visual identity for the brand. To launch the new concept, we created two films that follow a young man and a young woman through their hectic days. The creative execution brings the tagline to life literally: each time a character breaks a Club Social cracker, the scene instantly transitions, teleporting them to their next destination.