Cara de Azia

Agency: Publicis Haleon


The Eno brand launches the campaign “Cara de Azia” (“Heartburn Face”), starring one of the greatest memes of all time: András Arató, known as “Hide the Pain Harold”.

After all, why this gentleman lives with that face for a decade? Could it be sadness, shyness, lack of charisma? The communication with films, mini-documentaries, digital activations in different formats reveals that Harold has Heartburn. The face of someone who suffers from this problem and doesn’t nothing to alleviate it. In the campaign, Harold takes Eno Fruit Salt to alleviate the most suffering smile on the internet all over the world.

The initiative is signed by Publicis Groupe, which created a platform for the exclusive service of Haleon Brazil.

This professional campaign titled 'Cara de Azia' was published in Brazil in July, 2022. It was created for the brand: Eno, by ad agency: Publicis Haleon. This Film and Integrated media campaign is related to the Pharmaceutical industry and contains 1 media asset. It was submitted almost 2 years ago.


Cara de azia
Client: Haleon Brasil

Client approval: Juan Katz, Andre Campos, Debora Kawa Levacov, Carolina Curi, Filipe Pena

Executive Creative Director: Dani Ribeiro
Creative/Content Direction: Laura Azevedo, Ricardo Schreier and Claudia Cecilia

Art direction: Leonardo Azevedo, Rafael Homor and Victor Salioni
Copywriter: José Oliveira, Laura Azevedo and Ana Scala
Content Supervisor: Talitha Andrade

Executive Business Director: Lucas Rodrigues and Joanna Alencar
Business manager: Livia Toledo
Business assistant: Eduardo Lopes

Project leader: Nadia Mathias and Ana Gomes
Project manager: Mayra Gaino

Strategy director: Rafael Fiorito
Strategy manager: Flavia Novelli,
Strategy Supervisor: John Oliveira
Strategy assistant: Victoria Marcilio and Aretha Santos

Media Directors: Luca Lima
Junior Media Director: Fabio Montenegro
Media Manager: Piero Rossi, Andre Pollner
Media Supervisor: Juliana Jardim
Media Coordinator: Bruna Leite
Media Assistant: Luis Tomazela

Head of production: Renata Sayão
RTV: Luize Oliveira e Edivania Coimbra
Producer: Surreal Hotel Arts
COO: Cris Chacon
Executive Production: Milena Trindade
Head of production: Lu Martins
CCO: Carlão Busato
Creative Direction: Deia Matos
Creative Development:Alex Ulhoa, Victória Isabela da Silva and Sol Ômigra
Line Producers: João Avena, Ale Borzani
Executive assistant: Buba Kore
Coordinating Assistants: Ana Alegretti, Bruna Brito and Beatriz Prado

Direction: Carlão Busato and Luigi Parisi

Photography direction: Alex Akira
Art direction: Patricia Pereira
1st Assistant Director: Ju Cretela
2nd Assistant Director: Elis Manukian
Production Direction: Lu Oppido
production assistants: Kika Fonseca and Sara Serra
Art Producer:: Betinho Baeta and Priscila Zanini
Costume designer: Giovanna Moretto
Art Direction Assistants: Mariana Pesce and Priscila Zanini
Casting Producer: Alice Wolfenson and Neto Avena
Location producer: Tati Setton

Head of Post-Production: Bruno Melo
Post Production Assistant: Leandro Ferreira
Finisher: Murillo Moura
Editing: Jon Kadocsa
Post production house: Warriors VFX
Color Correction: Acauan Pastore
Audio producer: Jamute
Executive Sound Producer: James Feeler
Producer (Cara de Azia): James Feeler and Marcos Vaz
Producer (Tônica): James Feeler e Leck Gomes
Sound engineer: Fernanda Galetti, Otavio Bertolo and Rafael Laurenti
Attendance: Kiki Eisenbraun, Sabrina Geraissate and Érika Santana
Coordination: Juliana Zuppo and Leo Vieira


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