SADIA
WORLD CUP
WHEN FOOTBALL MEETS
FOOD CULTURE
During the World Cup, Brazil becomes one giant stadium. Sadia embraced that energy by turning its mascot Lek Trek into the voice
of the fans, interacting with creators in content designed for social platforms.
ESSINHO'S DANCE
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ESSINHO'S DANCE *
Together we launched “A Dança do Essinho”, a choreography created with Floss that quickly spread through TikTok.
It wasn’t just branded content, it was fan behavior translated into dance. But the campaign didn’t stop at choreography.
As the tournament unfolded, Sadia’s social channels became
a real-time hub for football culture.
FROM TIKTOK TO TV
REAL-TIME CONTENT FOR
A REAL-TIME NATION
Memes, reactions, quick edits and opportunity content turned every match into a conversation.
The dance moved from TikTok
to the brand film itself proving
that when culture moves fast, brands have to move faster.
