FCB Brasil, CNA Launch ‘Speaking Exchange’

By Erik Oster 

FCB Brasil teamed up with language school CNA for “Speaking Exchange,” a heartwarming program connecting English students in Brazil with Americans living in retirement homes.

The program was mutually beneficial, fulfilling students wish to communicate with English speakers abroad while also giving retirement home denizens someone to talk to. “Speaking Exchange” chats take place “via an exclusive digital tool that uses video chat technology to bring the students face-to-face with Americans.” Students choose registered institution and topic suggested by the system, with the resulting conversations uploaded to a private YouTube channel for instructors to evaluate.


“The goal of the Speaking Exchange project is to transform lives, explains CNA’s marketing director, Luciana Fortuna. “Our students have the opportunity to practice English with people who are willing to listen. During the chat sessions, the students discuss ideas and information from their lives in Brazil with the American senior citizens, many of whom have never had contact with anyone from Brazil before.”

“The idea is simple and it’s a win-win proposition for both the students and the American senior citizens. It’s exciting to see their reactions and contentment. It truly benefits both sides,” adds Joanna Monteiro, executive creative director at FCB Brazil. Stick around for credits after the jump.


Advertised brand: CNA

Title: Speaking Exchange

Advertising Agency: FCB Brasil

Executive Creative Directors: Joanna Monteiro and Max Geraldo

Digital Creative Director: Pedro Gravena

Creative: Vinícius Fernandes, Bruno Mazzotti, Daniel Alves and Mauricio Bina

Creative Technologist: Márcio Bueno

Digital Production: Brave.ag

Project: Lia D’Amico

Technology: Gerson Lupatini and Caio Mello

Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer and Thiago Figueiredo

Planner: Raphael Barreto, Lia Bertoni and Pedro Schneider

Media: Alexandre Ugadin, Tiago Santos, Fábio Tachibana, Sandra Carvalho and Fábio Menezes

RTV: Vivi Guedes, Ana Flávia de Lucca and André Fonseca

Production Company: Hungry Man

Director: Ricardo Mehedff

Co-direction: Fábio Pinheiro

Photographer: Fernando Young (Brazil) and Grant Weiss (Chicago)

Production Company: Hungry Man

Account production: Mariana Marinho

Editor: Rodrigo Resende

Managing Partner: Alex Mehedff

Executive Production: Alex Mehedff and Rodrigo Castelo

Post Production: Hungry Man and Psycho

Post Production Supervisor: Rodrigo Oliveira

Sound Producer: Timbre

Client Supervisors: Luciana Fortuna, Nicadan Galvão, Diego Marmo and Ricardo Martins