Meta Real: Virtual Fridge Lock by J. Walter Thompson Sao Paulo for Meta Real

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Meta Real: Virtual Fridge Lock

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Industry Business equipment & services
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency J. Walter Thompson Sao Paulo
Director Marcelo Galvao
Art Director Gabriel Gariba | Pedro Galdi
Copywriter Fernando Duarte Silva
Producer Gatacine, Vetor Zero Team
Photographer Regis Fernandez
Account Supervisor Yves Rodrigues
Released May 2012

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: META REAL
Product/Service: META REAL
Agency: JWT BRAZIL
Executive Creative Director/Creative Director/Art Director/Illustration: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director/Copywriter: Ricardo John (JWT)
Copywriter: Fernando Duarte Silva (JWT)
Art Director: Gabriel Gariba (JWT)
Digital Producer: Rodrigo Alberini (JWT)
Photographer: Régis Fernandez (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Yves Rodrigues (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flávio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Producer: Vetor Zero (Vetor Zero)
Producer: Gatacine (Gatacine)
Producer: 14 Bits (14 Bits)
Sound Producer: Yb
Director: Marcelo Galvão
Media placement: Product - Social Media | Meta Real Head Office - 26 April 2012

Insights, Strategy & the Idea
It’s hard to resist the urge to raid the fridge. Especially when you’re trying to lose weight. But, as everything in life, this task gets easier with a little help from some friends.

Creative Execution
To help the MetaReal eating re-education program participants we created the Virtual Fridge Lock, a device that sends an “fridge raid notification” to the user’s social-networks friends every time he open his fridge between 23pm to 5pm.
With it people think twice when it comes to raid the fridge, because it’s not something that will be kept as a secret.
And because, there’s no one better to slap the user in the wrist than his friends.

Results and Effectiveness
At the time of writing, this campaign is still live, so the full results are not yet available.. However , it’s possible to say that it was the most successful marketing campaign by MetaReal, though it was not a “campaign”.
There was so many requests, that we had to start making more and more Virtual Fridge Locks. And we’re still doing so.