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Christmas in the Amazon: The Story Behind Bauducco's Ad
Karina Barcellos recalls how a tax-incentive social project became one of the brand's most memorable holiday campaigns.
Karina Barcellos shares the behind-the-scenes story of creating a corporate social responsibility initiative at Bauducco and the journey to the Amazon that turned a community project into the brand's primary Christmas commercial.
During her career at Bauducco, where she started as an intern managing high-investment seasonal categories such as panettone and Easter cakes, Karina Barcellos took on the challenge of establishing an unprecedented social responsibility and sustainability division, working directly alongside then-marketing director Martello.
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Connecting with the Amazon and the Incentive Project
The opportunity arose from a sponsorship proposal under Brazil's cultural incentive law (Rouanet Law) for a project led by an Italian gentleman who had historically delivered medicine and vaccines to riverside communities along the Amazon. Over time, the initiative expanded after recognizing that healthcare also encompasses leisure, art, music, and theater.
Connecting the brand's core positioning—"From the Bauducco family to yours"—with the reality of these remote communities, Karina proposed funding the initiative and capturing the experience in a holiday film.
Community Support and Human-Centered Production
With executive approval, the team partnered with filmmakers experienced in the region, including director André, prioritizing an understanding of local needs before rolling any cameras. In addition to hosting a Christmas celebration, the initiative provided donations of books, printers—enabling easier access to official identification documents for communities up to 17 hours by boat from urban centers—and financial support for seeds and building materials to finish local schools.
Filming was conducted with a lean crew consisting of Karina, two audiovisual professionals, and an assistant. Free from rigid scripts, the shoot prioritized spontaneity and the organic participation of local residents.
The final result surprised company leadership upon their return. Deeply moved by the footage, executives hailed the piece as one of the most poignant in company history, allocating dedicated media investment to make it the centerpiece of that year's Christmas campaign.
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