GRENDENE KIDS
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FREEZE N' DANCE
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GRENDENE KIDS → FREEZE N' DANCE →
Role:
Concept, Copywriting
Deliverables:
Mobile App, TVC, Branded Content
Creative Team:
Cristiano Schmitz, Jacques Fernandes
Grendene, the world’s largest sandal manufacturer, tasked us with launching a new kids’ shoe inspired by the film Frozen. The catch: no CTAs, no imperatives, no making kids feel like they needed the product — all in compliance with Brazil’s new children’s advertising law. So, instead of persuading them to buy, we sparked play.

IDEA
An exclusive branded app game that recreates the freeze dance play on mobile.
BUILDING THE APP
An old game…
Freeze dance is a hit with kids of all ages. Everyone dances while the music plays. When it stops, they freeze. Staying on beat keeps you in. Moving after the music stops means you're out.
BUILDING THE APP
…a new technology.
We brought the same logic to the app. The phone’s gyroscope tracked every move to make sure kids were freezing. More points meant more songs unlocked. And for extra fun, mini-dancers could connect via Bluetooth for a dance-off.
