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

Text graphic that says "Freeze and Dance" with a blue and white icy theme, featuring stylized, dotted letters in a playful font.

An exclusive branded app game that recreates the freeze dance play on mobile.

The Grendene Kids logo with white text on an orange background and multicolored letters inside a cloud shape.

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.

Mobile phone screen displaying a Disney Frozen-themed game titled 'Freeze and Dance' with a blue icy background and a blue 'Play' button.
Mobile game screen with ice-themed design, prompting to earn 20,000 points to unfreeze the next level, with a start button labeled 'Begin' in Portuguese.
Smartphone screen displaying a points reward of 1200 points and a music player playing 'Tocando... Como danzar' with snowflake graphics and snow accents.

TV & Songs

Along with the app concepts and screens, I wrote the TV script featuring the Frozen shoes, plus a call to action for mini-dancers to keep the fun on the app. For both the app and campaign, I also wrote five original songs to bring the Arendelle kingdom to the beat.

TV spot (PT only)

Original songs (PT only)

Case Study

A person experiencing a technical issue with a keyboard due to distorted screen graphics, including horizontal lines and pixelation.
A cartoon of a person with a distressed expression, wearing a cap and a striped shirt, reaching out with one hand. Surrounding them are colorful socks and what appears to be a large pile of laundry, with a hand holding a yellow gift-wrapped present with a yellow bow entering from the top left.