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2023 One Show - Pharma

Mocotó SQF

Agency LLYC Brazil / São Paulo + Vox Haus / Porto Alegre + Donice Produções / São Paulo + All Frame Filmes / São Paulo

Client PTC Therapeutics

Category

Experiential / Immersive / Events

Annual ID

OS23_PH018M

About the Work

MOCOTÓ SQF - We launched a Michelin restaurant to create awareness for a rare disease.

"SQF" is an abbreviation in Portuguese for Familial Chrylomicronemia Syndrome, a rare disease that limits diet intake to 15g of fat per day. To understand this diet's struggle, a single egg has 5g of fat.

In order to create awareness for this disease that affects 1 in 1MM people, PTC Therapeutics did the unimaginable and launched a Michelin restaurant: Mocotó SQF.

Mocotó SQF was the first restaurant in the Global Michelin Guide and among all in Brazil to offer a tasting menu with less than 10g of total fat.

To do that, PTC was associated with Mocotó, which has been integrated with the Michelin Guide since 2015 and it is globally awarded, commanded by Chef Rodrigo Oliveira: a star of the most famous culinary reality show such as Iron Chef, Master Chef, and others.

It was the Chef himself that announced on social media their restaurant was changing its name; to launch this new restaurant, we changed everything: facade, uniforms, delivery packaging, site, social media, food delivery app, recipe book, product labels, etc.

During three days, those who have "SQF" could, for the first time in their lives, go to a restaurant, socialize with friends and family and eat fearlessly.


* 1st in Michelin Guide Global with a tasting menu of -10g of fat

* 1st time in life people with "SQF" could eat fearlessly in a restaurant

* +32 MM people impacted

* +550 media impacts

* 14x more engagement

* 6x more traffic on its website

* Most viewed Reel in restaurant history

2023 Awards

Total Points: 3

Merit

Credits

Agency

LLYC Brazil / São Paulo

Client / Brand

PTC Therapeutics / São Paulo

Production Company

Donice Produções / São Paulo
All Frame Filmes / São Paulo

Music / Sound Production Company

Vox Haus / Porto Alegre

Chief Creative Officer

José Beker

Creative Director

Americo Vizer

Creative

Americo Vizer
Hugo Bachiega
Gustavo Rodriguez
Vivian Raffaeli
Giuliana Gregori
Karina Morais
Regina Mizuno
Veronica Suarez
Felipe Cortés

Country General Director

Thyago Mathias

Deep Digital Business

Carolyne Goethe
Letícia Galatro
Iris Moreira

Deep Digital Business Director

Vivian Raffaeli

Deep Digital Business Executive Director

Diego Olavarria

Healthcare & Advocacy

Dayana Cardoso
Caio Wagner Vieira
Giovanna Braga

Healthcare & Advocacy Director

Giuliana Gregori

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