Novo PF
Instituto Akatu
Art Direction / Design / Illustration
Brazil wastes more than 26.3 million tons of food every year.

These foods are also the base of our most iconic meal, the major symbol of Brazilian cuisine: the Prato Feito, or “PF” on popular culture. A traditional dish known for its oversized portions.

So, in order to save the environment, we came with a simple solution with a huge impact: rethink the standard portions served in every Prato Feito. To introduce it, a huge campaign was launched on Conscious Consumption Day.

Concept, lead design, art direction, product design ︎︎︎ Gustavo Rates 
Concept and copywriting ︎︎︎ Julia Velo 
Concept ︎︎︎ Adriano Brodbeck
Design assistant ︎︎︎ Isa Ramos
Motion design, soundtrack and editing ︎︎︎ Marcus Prado & Igor Pinheiro