Brazilians Learn English by Taking Real L.A. Pizza Orders in Sequel to Famous Campaign

FCB finds another way to connect

FCB Brazil had a big hit last May with its "Speaking Exchange" idea for CNA Language Schools—a campaign that connected young Brazilians wanting to learn English with elderly Americans in retirement homes looking for someone to talk to. (The work took home 10 Lions from Cannes, and was among the 10 most-awarded campaigns there.)

Now, agency and client are back with a follow-up, featuring another interesting way to get Brazilians some real-world practice with their English.

This time the partner is Bella Vista Pizzeria in Culver City, Calif. Customers who call the pizza place can choose to place their order as usual—or be connected to a student in São Paulo who can take the order instead. If they chose the latter, they're compensated by way of discounts, depending on how long they chat with the students.

The video isn't as heartwarming as the original. The pizza orders are way more transactional, and the cultural meeting point here is less starkly fascinating than before. But as mentioned at the end of the new clip, this model is probably more scalable—and thus, perhaps even more useful in the long run.

Indeed, CNA is now asking businesses in the U.S. that accept customer orders by phone to visit the CNA website and sign up for similar programs.

CREDITS

Client: CNA

Agency: FCB Brasil, São Paulo

Creative Directors: Joanna Monteiro, Max Geraldo

Digital Creative Director: Pedro Gravena

Creative Directors: Adriano Alarcon, Carlos Schleder

Copywriters: Alessandra Muccillo, Lui Lima

Art Directors: Andre Mancini, Rômulo Caballero

Creative Technologist: Márcio Bueno

Digital Production: Bolha

Project Managers: Lia D'Amico, Suelen Mariano.

Vice President, Information Technology: Gerson Lupatini

Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer, Diogo Braga, Thiago Figueiredo

Planners: Raphael Barreto, Frederico Steinhoff, Alice Alcântara, Stephanie Day.

Media: Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins, Camila Oliveira

RTV: Charles Nobili, Ricardo Magozo

Production Company: Crash of Rhinos

Director: Miguel Thomé

Co-Direction: João Luz

Photographer: Marcos Ribas

Account Production Company: Diego Melo, Mary Lacoleta

Editor: Miguel Thomé

Sound Producer: Cabaret

Editor: Guilherme Azem

Account Sound Producer: Cayto Trivellato

Los Angeles Producer: EAT (Entertainment, Art, Talent)

Client Supervisors: Luciana Fortuna, Nicadan Galvão, Ricardo Martins