Cooking Blindly is a 130-page sensory guide that aims to stimulate the five senses: touch, with relief illustrations of the dishes and printing in Braille; smell, since it will be possible to feel the aromas of the spices mentioned in the recipes; vision, since the publication has a design that allows people with low vision to read the content; and hearing, both with buttons that emit sounds from the instruments to be used in the preparation and with the audiobook version. The taste is due to the delivery of the book, the recipes contained therein. The publication also has an official website (www.cozinhaascegas.com.br).
Launched in the year that celebrate 100 years of Nestlé in Brazil, the publication was designed in line with Maggi's philosophy that cooking is something that everyone can and should participate in. The initiative also reflects the Dorina Foundation's 75-year commitment: a more inclusive society for people with different levels of visual impairment.
This professional campaign titled 'Cooking Blindly' was published in Brazil in April, 2021. It was created for the brands: Dorina Nowill Foundation for the Blind and Maggi, by ad agency: Publicis. This Integrated medium campaign is related to the Food and Public Interest industries and contains 1 media asset. It was submitted almost 3 years ago.
Advertising Agency: Publicis Brazil
Creatives: Domenico Massareto, Gustavo Victorino, Samuel Normando, José Bortolini, Lucas Zulian, Daniel Rocha
Graphic production: Eduardo Bueno
RTVC: Renata Sayão, Valeria Andrighetti
Content: Claudia Cecilia, Nicolle Ferreira
Client services: Gabriela Borges, Gabriela Zorzi, Laura Melo, Elisa Gabriel
Client approval: Beatrice Fasquel, Frank Pflaumer, Samara Ferrara, Carine Mahler, Daniela Marques, Caio Queiroz, Beatriz Capuchi, Ana Bacchin, Diego Oliveira, Marina Asfora
Dorina Nowill Foundation: Francisco H. Della Manna, Alexandre Munck, Marina Franciulli, Camilla Carmo, Kely Magalhães, Patrícia Otani, Nanci Hara, Letícia Garcia, Lucas Fogaça, Bárbara Carvalho, Regina Oliveira, Camila Cavalcante, Carla De Maria, Camilla Carmo, Bruno Rocha
Technology: Bizsys, Digital Business
Audio production: Canja Audio Culture
Video production: Silvio Medeiros
Photography: Gustavo Mendes
Graphic production: Produceria, Comprint, TinCat Studio, Giuvaudan and Chroma Microencapsulated, P + E Digital