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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.
2019
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.
2019










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.
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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
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