The Challenge
Even before BBB25 premiered, Seara wanted a head start: to be the show's most talked-about brand before the show itself. So we tapped into what always sparks curiosity inside the house: a mysterious glass room. And in Seara's case, it could only be a kitchen.
What We Made
We built the Glass Kitchen, installed at the mall the show always uses. The mystery traveled fast on social media, with people filming, speculating and sharing before a single episode had aired. Many believed it was already part of the show.
We created a reality show within the reality show: BBB alumni and food influencers competing in cooking challenges and trying Seara's products.
Most
Engaged
sponsor in the show's first weeks
Ex-BBBs
+ Influencers
food creators and reality celebrities in the cast
Reality
within a
Reality
a first-of-its-kind live experience integrated into BBB