Patrick Costa - Aniversário Magalu 2023

Happy Birthday Magalu 2023

In 2022, we launched an anniversary campaign for the e-commerce platform of Magalu, a Brazilian company. From the very beginning, we chose to take an innovative approach, moving away from traditional elements typically associated with birthdays, such as cakes, candles, and balloons.

However, in 2023, we had the opportunity to elevate our approach even further, as the success of the previous campaign opened the door to an even more powerful channel: our physical retail stores. Our communications gained an additional dimension, blending playful elements with reality in an exceptional way, resulting in a surprising and memorable visual identity.

To strengthen our brand strategy, we relied on several key elements to be developed: the Magalu app and physical stores, the diversity and wide range of products available on our platform through the “Tem no Magalu” campaign, and Lu, the world’s biggest digital influencer, who is also our strongest brand recognition asset. We also highlighted our highly efficient delivery system.

Key visual

Do you know what happens when the world’s biggest funk creator joins forces with the world’s biggest virtual influencer?

In September, many brands celebrate their anniversaries, and Magalu’s party needed to be the most talked-about one. And you can’t have a party without music, right?

Through TikTok’s Creative Center, we understood that to energize this celebration we should tap into one of the most listened-to music genres in Brazil and a massive trend on TikTok: funk!

That’s how KondZilla helped us create our anniversary track, which became a trending hit, delivering an engaging funk sound that activated our brand strengths.

Case "Festa da Lu"