Campaign · 2026 World Cup
Escalados Macarrone
Three exclusive flavors called up for the World Cup. I created the campaign identity and every piece, from the feed to the store counter.
- Client
- Macarrone in Box
- Occasion
- 2026 FIFA World Cup
- My role
- Campaign identity, art direction, pieces and videos
- Period
- May 12 to June 30
- Made for
01 · The challenge
Getting into the World Cup mood without losing the brand’s flavor.
Macarrone in Box wanted to launch three dishes that would only exist during the World Cup, with a draw for official match balls at the Americana, Piracicaba and Limeira stores and on delivery. The campaign had to speak the fans’ language and work everywhere: feed, stories, reels, iFood, website and point of sale.
02 · The idea
The dishes are the national team. They were called up.
"Escalados" (Portuguese for "called up") treats the three flavors as the team lineup. The name in soccer jersey letters shares space with the handwritten "Macarrone", taken from the brand’s signature. Five stars recall Brazil’s titles and the star inside the O is the sixth: on the way to the "hexa".
03 · The lineup
Parmigiano, Turkey Breast and Pepperoni.
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Parmigiano
Pasta: Penne
Creamy parmesan sauce, grilled chicken and fried garlic.
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Turkey Breast
Pasta: Penne
House cream cheese, smoked turkey breast and peas.
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Pepperoni
Pasta: Lumache
Smoked provolone, fresh parmesan and Italian pepperoni.
04 · Campaign identity
A kit of its own for the World Cup.
- ★★★★★
Five stars in an arc, like the national team crest.
- ESCALADOS
Jersey lettering, condensed and with letters at different heights, like a lineup.
Handwritten signature in yellow, keeping the link with the brand.
Palette
-
Pitch Green
#0C843B · RGB 12 132 59
Main background, pitch and badges
-
Trophy Yellow
#FEC302 · RGB 254 195 2
Stars, "Macarrone" and calls to action
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White
#FFFFFF · RGB 255 255 255
"Escalados" lettering and text
-
Black
#111111 · RGB 17 17 17
Landing page background and long text
Typography
Poppins
Family used only in the campaign: Bold and ExtraBold for headlines, Regular for text and wide-spaced capitals for badges like "por tempo limitado" (limited time only).
COMPRE & CONCORRA
POR TEMPO LIMITADO
Macarrone Parmigiano · Peito de Peru · Pepperoni
Stickers and badges
Fan badges for the pieces, the placemat and the packaging, plus a label for each flavor stuck on the plate.
05 · Social media
Feed and stories.
Launch carousel with the price and one card per flavor, adapted for stories.
Feed · 1080 × 1350
Stories · 1080 × 1920
06 · Videos
Reels, trends and ads.
Editing and motion for every video in the campaign. Tap a video to hear it.
Campaign calls
Launch videos introducing the lineup, the prize draw and where to order.
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Official call
-
Call with the chef
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Call with a creator
Reels with creators
The chef and the creator tasting each flavor, with the campaign brand on the captions and the plate.
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Chef · Parmigiano
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Creator · Parmigiano
Trends
Short trend formats for organic reach.
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Flavors trend
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Dish name trend
Paid traffic videos
Close-ups of the plate and the box, with the flavor name, description and "Order now". One per flavor.
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Parmigiano box
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Turkey Breast box
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Pepperoni box
07 · Website and delivery
Prize draw landing page and banners for iFood.
The page brings together the flavors, how to take part, the prize, the stores, the sign-up form and the full rules. The banners take the campaign to the brand’s website and the delivery app.
08 · Mall screens
The campaign in the mall hallway.
Animations for the screens in the malls where the stores are: a large LED panel and a wall of six vertical TVs side by side.
Wall of 6 vertical TVs · 6480 × 1920
LED panel · 2560 × 1280
09 · Point of sale
A4 counter display.
Printed piece for the three stores, with the flavors, the "Compre & Concorra" (buy and enter) call and the draw rules in the footer.
Project developed for Agência Zava. Client: Macarrone in Box.
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