Eugênio Santiago
Creative Director & Brand Strategist | High-Conversion
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Nhá Benta 60 Years – A Brazilian Icon
Role: Creative Director / Senior Art Director
Client: Kopenhagen (Premium Chocolate Leader)
Description:
How do you celebrate 60 years of a product that is part of a nation's soul? For the 60th anniversary of Nhá Benta—Kopenhagen’s most iconic marshmallow treat—I led the creative execution of a nationwide 360º campaign. The challenge was to balance the "luxury chocolate" positioning with the nostalgia of three generations of consumers.
The campaign focused on the "Classic & Contemporary" duality, utilizing high-end food styling photography and a clean, sophisticated visual language that reinforced Kopenhagen's market leadership. We deployed materials across OOH, premium print media, and over 300+ point-of-sale locations across Brazil.
Impact
Key Campaign Metrics & Results
Market Dominance: Kopenhagen held a 70% market share in Brazil’s premium chocolate segment during the campaign period.
National Scalability: Successfully managed and deployed campaign assets across a network of 300+ luxury retail points and high-traffic franchise locations nationwide.
Revenue Impact: Contributed to a consistent 20% year-over-year revenue growth for the CRM Group (Kopenhagen’s parent company) through strategic brand positioning.
Brand Modernization: Rejuvenated a 60-year-old heritage brand, securing its status as the #1 selling SKU while successfully expanding its appeal to a younger, modern demographic.
360º Execution: Led creative direction across multiple touchpoints, including premium Out-of-Home (OOH), high-end print media, and comprehensive Point-of-Sale (POS) activation.
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Maritmos — Porcelain Collection
Maritmos is a fine porcelain tableware collection inspired by Ernst Haeckel's 19th-century marine scientific illustrations. Seven unique plates, each featuring hand-adapted artwork drawn from the depths of natural history — jellyfish, coral, sea anemones and microscopic ocean life rendered in cobalt blue, coral red and amber gold on white glaze.
The Concept
The ocean has always been a source of beauty that few ever see. Haeckel spent his life documenting it with scientific precision and unexpected elegance. Maritmos transfers that vision onto porcelain — turning a dinner table into a cabinet of natural wonders.
Each plate works as a standalone art object and as part of a curated set. The compositions are asymmetric by design, so placing them together creates a living, breathing scene.
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