Hasta La Creative!

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 and Max Geraldo
Digital Creative Director: Pedro Gravena
Creative Directors: Adriano Alarcon and Carlos Schleder
Copywriter: Alessandra Muccillo and Lui Lima
Art Director: Andre Mancini and Rômulo Caballero
Creative Technologist: Márcio Bueno
Digital Production: Bolha
Project Manager: Lia D’Amico and Suelen Mariano.
Information Technology VP: Gerson Lupatini
Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer, Diogo Braga and Thiago Figueiredo
Planner: Raphael Barreto, Frederico Steinhoff, Alice Alcântara and Stephanie Day.
Media: Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins and Camila Oliveira
RTV: Charles Nobili and Ricardo Magozo
Production Company: Crash of Rhinos
Director: Miguel Thomé
Co-Direction: João Luz
Photographer: Marcos Ribas
Account Production Company: Diego Melo and Mary Lacoleta
Editor:  Miguel Thomé
Sound Producer: Cabaret
Editor: Guilherme Azem
Account Sound Producer: Cayto Trivellato
L.A. Producer: EAT (Entertainment, Art, Talent)
Client Supervisors: Luciana Fortuna, Nicadan Galvão e Ricardo Martins