These Books Are Designed to Help Your Adult Kids to Finally Leave Home

Campaign by Brazil Real Estate Portal Zap Allows Frustrated Parents to Hint

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In Brazil, real estate portal Zap targeted parents of the so-called "Kangaroo" generation -- grown-up kids who refuse to move out of the family home -- with a campaign involving printed "Hint Books" encouraging them to do so.

According to data from the IBGE (Brazilian Institute of Geography and Statistics), the number of adult children who extended their stays with their families or moved back in with their parents, increased by 25.3% in 2015. Research suggests this is not related to unemployment.

Agency FCB created the three books, which are based on different profiles of young adults who have not yet moved out: those waiting until they get married, those who are eternal students and those who simply don't know how to take care of themselves. The content, written by Mariana Carvalho, is both humorous and offers practical advice: for example tips about housekeeping, simple recipes and information on how to pay their bills. They're available to order or download for free on the project website.

Zap is also promoting the books with a video, seen here, which uses famous artworks from the public domain collection of the Metropolitan Museum of Art to adress the topic.

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About

Credits
Date
May 19, 2017
Agency:
FCB - Brazil
Chief Creative Officer:
Joanna Monteiro
Client:
Zap
Executive Creative Director:
Fabio Simoes
Creative Director:
Romero Cavalcanti
Art Director:
Adriana Sampaio
Art Director:
Adriano Menta
Art Director:
Henrique Ferreira
Art Director:
Leonardo Zardo
Art Director:
Lúcio Alves
Art Director:
Rogério de Castro
Art Director:
Romulo Caballero
Art Director:
Victor Yves
Copywriter:
Mariana Carvalho
Copywriter:
Rafael Britzki
Art Buyer:
Daniel Gonçalves
Art Buyer:
Mallani Maia
Illustration:
Daraujo&Co
Illustration:
Marcelo Tolentino
Illustration:
Rafael Duque
3D Illustration:
Julio César
Writer:
Mariana Carvalho
Graphic Production:
João Albertini
Graphic Production:
Daniela Fonseca
Graphic Production:
Camila Galdêncio
Project Manager:
Márcio Bueno
Project Manager:
Suelen Mariano
Technology:
Márcio Bueno
Technology:
Victor Odo
Technology Producer:
Brave Films
Account:
Elton Longhi
Account:
Pedro Führer
Account:
Yan Sertã
Planner:
Marcia Neri
Planner:
Bianca Reame
Planner:
Rafael Goncalves
Planner:
Marcio Rodrigues
Planner:
Carolina Valentim
Media:
Fabio Freitas
Media:
Camila Gazzano
Media:
Mariana Rossi
Media:
Gabriela Monteiro
RTV:
Charles Nobili
RTV:
Ricardo Magozo
RTV:
Pedro Lazzuri
RTV:
Mariana Carneiro
RTV:
Natasha Zaminiani
Client Approval:
Eduardo Schaeffer
Client Approval:
Samia Marcon
Client Approval:
Kamilla Granato

See more credits

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