Giraffas Restaurant Case study THE GOAL SCREEN by Agencia Mood São Paulo

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Industry Restaurants, Pubs & Bars, Online Game, Mobile applications
Media Case study
Market Brazil
Agency Agencia Mood São Paulo
Art Director Ricardo Brad Correia
Photographer Fernando Gardinali 

Production Pixellabs
Released October 2013


Cannes Lions, 2014

Credits & Description

Type of entry: Games
Category: Services
Advertiser: GIRAFFAS
Product/Service: GIRAFFAS
Agency: MOOD\TBWA São Paulo, BRAZIL
Entrant: MOOD\TBWA São Paulo, BRAZIL
Type of Entry: Games
Category: Services
Entrant Company : MOOD\TBWA São Paulo, BRAZIL
Advertising Agency : MOOD\TBWA São Paulo, BRAZIL
Production Company : PIXELLABS Sao Paulo, BRAZIL

Head Of Digital: André Felix (Mood)
Integrated Creative/Copywriter: Bruno Brasileiro (Mood)
Integrated Creative/Art Director: Ricardo Brad Correia (Mood)
Creative Technologist: André Felix (Mood)
Illustrator: Ricardo Brad Correia (Mood)
Vice President/Creative Director: Valdir Bianchi (Mood)
Project Co/Ordinator: Rafael Coelho (Mood)
Planner Digital: Pepo Penteado (Mood)
Media Digital: Aline Castro (Mood)
Media Digital: Andressa Meca (Mood)
Vice President/Account Director: Andrei Sanches Croisfelt (Mood)
Account Director: Fábio Meneghati (Mood)
Account Manager: Fernanda Albuquerque (Mood)
Account Assistant: Micaela Molan (Mood)
Rtvc: Rita Teófilo (Mood)
Head Of Planning: Daniel Rios (Mood)
President: Augusto Cruz Neto (Mood)
Film Director: Renato Rocha (Monster Films)
Game Development: Edgard Ortiz Jr (Pixellabs)
Photographer: Fernando Gardinali (Luxbox Estudio)

Creative Execution:
The innovative experience was developed using 3 technologies present in any regular smartphone: accelerometer + front camera + microphone. The app scans the tray paper and the distance of the "kick", each worth different points. Then tracks the direction of the paper ball and identifies the area of impact, determining a goal, defense or a miss. In multiplayer mode another player controls the goalkeeper by pre-selecting his moves. The app only works when the smartphone is placed over Giraffas' tray paper, so the experience is exclusive to the chain's restaurants.

7.000.000 exclusive tray papers were printed and sent to all 412 Giraffas restaurants around Brazil since April 2014, just in time for regular customers and tourists from all over the world to experience the game in World Cup host cities and best Mall's food courts. The Goal Screen became a yet new delicious reason to eat at Giraffas by providing kids, friends, couples and families a whole new experience with their own smartphones.
The app was launched in the end of April and the word spread quickly all over the world. "The Goal Screen" was mentioned in more than 30 countries so far receiving great evaluation, and reached 4,000+ downloads in just one week

Giraffas is one of Brazil's largest fast food chains. Although been known for their delicious burgers and dishes the brand faces tough competition with global, powerful chains like Burger King and McDonald's. In 2014, due to FIFA World Cup, Brazil is the destination of thousands of tourists from around the world and Giraffas wanted to stand out and increase their sales. Since this year the country is all about football we gave customers a new reason to come to Giraffas: a mobile game that delivers a unique experience on their smartphones and turns meals much more fun. The app turns the tray paper into a virtual soccer field and makes the screen able to recognize the touch of a paper ball as you flick it towards the goal. A game played inside and outside the screen at the same time and that works exclusively on Giraffas' tray paper.