léo rachid_copywriter
THE WAITING TEA
A CULTURAL BRAZILIAN PUN TURNED REAL PRODUCT. BREWED TO EASE THE WAIT IN ENDLESS BANK QUEUES


in brazil, “chá de cadeira” (literally “chair tea”) is a popular expression used when someone is left waiting for too long. It usually happens in places like old-school banks.
unfortunately, it’s one of the oldest traditions in the country. but stone, which offers a business bank account with 24/7 phone customer service that actually picks up the phone in 5 seconds, has turned that expression into what it should have always been: simply tea. in collaboration with one of its clients, a small business owner passionate about herbal infusions, we launched a tea kit accompanied by a tote bag. to help relax the body and mind of those who are not yet with stone and who still endure the bureaucracy of big banks. and their uncomfortable chairs.
an idea that led to a 198% increase in brand mentions, delivered a 5x return in earned media and was featured in over 40 press outlets.




my role: strategy, concept development, copywriting
art direction & illustration: maiara frias job and marcelo rodrigues
audiovisual lead & motion designer: vinícius amorim
creative direction: arthur lobão
CMO: felipe hatab
photography: DOMA02
agency: stonelab

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