Brazil is a developing country whose inhabitants have been experiencing a gradual upward mobility, the result of a unprecedented period of political and economic stability. There is still a considerable income gap in Brazilian society, living proof of its recent underdeveloped past. Freer access to information, especially through the internet, has proven to be fundamental to the current growth by promoting cultural enrichment previously unobtainable through traditional broadcasting channels. Social networks have had growing influence, constituting a brand building and an alternative media outlet.

Associating a brand with the documentary universe is still a challenge, not only in Brazil. Frequently, such attempts are not well received, especially when it involves excessive brand presence or interference in what was supposed to be realistic.

One of the major challenges of the campaign was to deal with this delicate matter. On one end, a premium supermarket chain owned by the largest retail group in Brazil. On the other, the harsh reality of homeless people in the largest southern hemisphere metropolis. Between them, a birthday card and the conviction that the central values for the brand, such as the 'happiness' and the underlying sustainability theme, could take them both a long way.

Behind every birthday card, at least one happy ending reinforced the main concept of the brand. Besides inspirational personal stories, the webisodes also demonstrated the importance of social sustainability, so very important for large cities in this day and age.

- 14,000 items direct mail per month;

- 340,000 items direct mail to date, in a partnership that is celebrating its second anniversary.

- Because of the partnership, the NGO was able to continue operating.

- More than 100 people are assisted by the NGO on a daily basis.

- Initiatives like this, which reinforce our customers' beliefs in our brand values, also bring important business results: the strengthening of a customer base that already represents more than 55% of total billings for the brand, with a consequent increase in in-store presence and spending.