Ricardo Eletro is a chain of retail stores selling home appliances and furniture – a very competitive segment, whose advertising is characterized mostly by sameness.

In order to increase brand awareness, we created an institutional campaign using humor, showing situations like copying and imitation, and featuring a very likeable spokesperson: a parrot, which clearly communicated the competition’s imitation efforts.

The campaign generated high levels of recall and positive feedback from consumers, who then started perceiving the competition as copycats.