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Almost every ice cream brand in Brazil
focus their campaigns on beaches
and seaside experiences.
But most Brazilians don’t go to the beach
in summer.  So we created a repositioning
for Melona, a hype Korean ice-cream brand
available in Brazil, for those that enjoy the summer
even if they are far from the beach.
They create their own Sandless Summer.

Cheil Brazil ︎ Digital / OOH
Role ︎ Concept / Art Direction / Design