Fique Bem

Every year, Fique Bem, CAIXA's physical and mental health program for its employees, repeated the same message, and fewer and fewer people paid attention. The answer was to drop the institutional tone: in the Escute o seu Corpo (Listen to Your Body) campaign, the employees' own organs did the talking. A heart, a spine and a brain, realistic, ugly and grumpy, sent anonymous notes, messages and challenges warning that no one could hide from them. Engagement was huge: employees asked for T-shirts and figurines of the characters, started opening the emails and took better care of their health. Fermento bet on boldness and showed that even a traditional brand can speak to its audience in a completely new way.