Missão Sorriso - Corporate Social Responsability
Missão Sorriso has established itself in the Portuguese market as one of the Brands with the greatest notoriety and impact in the sphere of Corporate Social Responsibility. With the help of the Leopoldina mascot, Continente supported fundamental causes of Portuguese society, including the equipment of pediatric units in hospitals across the country. Born was the agency responsible for the development of the solidarity product and its activation plan from 2009 to 2013. In addition to the creation of the product, we collaborated with Continente in the definition of a generic plan that involved POS, in-store activation, events, TV content, etc. Always aiming to maximize results, we challenged Portuguese celebrities to join the Sorriso Mission and take this cause even further. The greatest Portuguese musicians and bands (GNR, Xutos e Pontapés, Ana Moura, Rui Veloso, Camané, etc.) participated in 2 CDs and chefs (Susana Felicidade, Hélio Loureiro, Justa Nobre, Henrique Sá Pessoa and Miguel Gameiro etc.) in books, their Christmas recipes for the youngest, writers imagined adventures and TVI celebrities amplified the message among the Portuguese. From 2009 to 2013, more than 3 million euros were raised, sales records were surpassed during this Christmas period and the Missão Sorriso - even today - was established as one of the projects with the greatest impact on Portuguese society.
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