Nestlé - Baton's Easter

Few projects have tested my ability to balance creativity, law, and strategy as much as this one. Nestlé challenged us with an Easter campaign for Baton (a chocolate brand that has been part of Brazil’s cultural memory since the 90s and whose primary audience has always been small children).

The problem: Brazilian legislation strictly prohibits advertising directly to children, and also forbids children from appearing in or endorsing products on ads intended for them. My task was to find a legal and effective path to deliver impact without compromising compliance.

I mapped YouTube, where kids spend much of their time, and focused on a narrow target: adult influencers who create safe, child-friendly content. The restrictions were enormous: most of the obvious names were either underage or far beyond the budget. I had to carefully vet every option, ensuring content quality, legal adherence, and cost efficiency at the same time.

After extensive curation, I reduced the list to three viable influencers. Among them was Roni Ficher, a newcomer with exceptional engagement. His growing collaborations with Lucas Netto (Brazil’s most prominent - and expensive - kids’ influencer) made him the perfect bridge between compliance, relevance, and budget.

The result: a partnership that was mutually beneficial. Roni added Nestlé to his portfolio, and I delivered over 1.5 million views for less than USD 900, all within the strictest legal framework.

This case proved that with the right strategy and a brave strategist, even the tightest constraints can lead to extraordinary outcomes.

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