NESCAU, the iconic Brazilian energy drink brand closely associated with sports and youth culture for more than 90 years, has launched a new Halloween campaign designed to remind families of the importance of keeping children active. Created by Ogilvy Brasil, the animated film humorously portrays screens as a kind of modern “curse” that turns children into inactive “zombies,” detached from physical play and real-world interaction.
This year’s campaign continues a narrative initiated in 2024, when NESCAU used the Halloween period to highlight the eerie image of unused sports equipment—bikes, balls, and skateboards left untouched. In the new version, the brand goes further, spotlighting what it sees as the true horror: a childhood dominated by screens, where digital entertainment replaces outdoor play and social connection.
The concept is rooted in the growing idea of the “Zombie Generation,” used to describe children who spend hours absorbed in mobile phones and tablets, disengaged from physical activity. For NESCAU, a brand historically linked to sports development and energy, this image is alarming.
In the campaign’s animation, NESCAU’s signature dynamic energy helps “break the curse,” reviving children’s desire to play together outdoors. The message encourages balance between digital life and physical experience, rather than rejecting technology entirely.
Halloween, once a largely imported celebration in Brazil, has become a major cultural and commercial moment. In 2024, the date generated R$ 3.7 billion in retail revenue, an increase of up to 20% from the previous year, according to data from the National Confederation of Commerce. NESCAU leverages this growing cultural touchpoint to deliver a social message wrapped in seasonal fun.
“This creative opportunity reinforces NESCAU’s positioning as the ‘energy that makes play possible,’ highlighting the importance of physical movement,” notes Valéria Desideri, head of influence and content at Ogilvy.
“Sport in childhood is essential for confidence, values, and healthy development,” adds Tatiany Ernesto, NESCAU’s marketing director. “With this campaign, we reaffirm our commitment to encouraging real experiences and active play beyond screens.”
The film and supporting digital assets will be shared across NESCAU’s social platforms throughout the Halloween period. Produced by Criativos, the animation blends traditional illustration and artificial intelligence techniques to deliver a playful yet meaningful message.
