In a playful nod to São Paulo's unique lingo, my campaign for Piraquê celebrated the city's own word for cookies: "bolacha." While the rest of Brazil says "biscoito," São Paulo stands out. For the city's anniversary, we crafted a special "bolacha" package and a film that salutes São Paulo's identity, complete with sidewalk-inspired designs. This originality caught on, with big names and celebrities sharing it, making the term "bolacha" synonymous with the city's proud, distinct flavor.
