NESCAU’s Spooky Message: A Halloween Campaign to Wake Up the ‘Zombie Generation’
SÃO PAULO, Brazil – November 25, 2025 – In a move that blends seasonal fun with a serious social message, NESCAU Brazil has launched a new Halloween-themed animation designed to encourage children to put down their screens and pick up a sport. The campaign, created by Ogilvy Brasil, builds on last year’s successful initiative and directly addresses the growing concern of childhood inactivity fueled by excessive screen time. This is breaking news for parents and educators concerned about the well-being of today’s youth.
From Scary Monsters to a Scarier Reality: The Rise of the ‘Zombie Generation’
Last year, NESCAU cleverly linked Halloween’s spooky imagery to the idea of unused sports equipment being the scariest thing imaginable. This year, the brand takes a more direct approach, identifying what they call the “Zombie Generation” – a term for children and teenagers seemingly hypnotized by their cell phones, losing interest in physical activity. For NESCAU, a brand deeply rooted in energy and sports for over 90 years, this trend represents a genuine threat to the healthy development of future generations.
The animation depicts NESCAU’s energy “breaking the curse” of screens, illustrating a return to face-to-face interaction and the joy of playing sports. It’s a powerful visual metaphor for a growing societal concern. But this isn’t just about getting kids off their phones; it’s about fostering crucial life skills.
Halloween’s Growing Influence in Brazil & the Power of Targeted Marketing
NESCAU’s timing is strategic. Halloween is rapidly gaining traction in Brazil, evolving from an imported tradition into a significant cultural and economic phenomenon. According to the National Confederation of Commerce (CNC), Halloween spending in Brazil reached 3.7 billion reais last year, a 20% increase from the previous year. This demonstrates a ripe opportunity for brands to connect with families during this increasingly popular holiday.
“In 2024, we already addressed this topic at NESCAU’s Halloween. This new creation opportunity seeks to reinforce NESCAU’s positioning ‘Energy that gives play’, valuing the practice of physical activities,” explains Valéria Desideri, Director of Influence and Content at Ogilvy. The campaign isn’t just a one-off event; it’s a continuation of a deliberate brand strategy.
Beyond the Screen: The Importance of Sports for Child Development
Tatiany Ernesto, Marketing Director of NESCAU, emphasizes the brand’s core belief: “NESCAU believes that sport, especially in childhood, is essential for the development of children’s values and self-confidence.” This campaign isn’t simply about selling a product; it’s about advocating for a healthier, more balanced lifestyle. Research consistently shows that participation in sports contributes to improved physical health, mental well-being, and social skills in children. It teaches teamwork, discipline, and resilience – qualities that extend far beyond the playing field.
The animation and accompanying digital content will be distributed across NESCAU’s channels and social media platforms, aiming to spark conversations about healthier habits. The production, handled by Criativos, utilizes a blend of illustration techniques and artificial intelligence, showcasing a modern approach to storytelling.
NESCAU’s Halloween campaign is a timely reminder that while technology offers incredible opportunities, it’s crucial to prioritize real-world experiences and encourage children to embrace the energy and joy of an active life. It’s a message that resonates deeply in today’s digitally-saturated world, and one that’s likely to continue gaining momentum as concerns about screen time and childhood development remain at the forefront of public discourse. For more insights into marketing trends and breaking news, stay tuned to archyde.com.