SuperGasbras Turns a Christmas Campaign Into a Pledge for Brazil's Future
SuperGasbras's #GiftsfortheFuture is a 2019 film campaign created by Rapp São Paulo that repositions a seasonal Christmas moment for an LPG distributor as a forward-looking narrative about the gifts Brazilians leave for the next generation, delivered through a single media asset designed to carry emotional weight beyond the category norm.
Published on January 1, 2019, as documented on Ads of the World, the campaign operates within the industrial sector, specifically the liquefied petroleum gas distribution market in Brazil. SuperGasbras, one of the established LPG brands competing in a market served by nineteen distribution companies according to research aggregated from government and industry sources, faced the recurring challenge that confronts all commodity-adjacent energy brands: how to create advertising that transcends the functional nature of the product and builds a genuine relationship with consumers. The #GiftsfortheFuture campaign addresses that challenge by anchoring the brand to aspiration rather than utility.
The campaign's single film asset, directed by Fernando Estorino through production company Ritmo Visual, carries the full narrative burden of the work. Rather than demonstrating product convenience — the approach Rapp and SuperGasbras took with the Superbotão campaign in 2017, as documented across trade press including Portal da Propaganda — #GiftsfortheFuture moves toward emotional storytelling, using the cultural resonance of the Christmas gift-giving moment to ask what Brazilians truly want to pass forward. The mechanism is conceptually straightforward: the word "gifts" is reloaded to mean legacy, values, and collective hope rather than wrapped objects under a tree. This rhetorical pivot is the campaign's defining creative gesture. Clapboard scores #GiftsfortheFuture at 55 out of 100, reflecting a campaign with a coherent strategic idea executed through competent craft, constrained by the limitations of a single-asset deployment and the absence of a documented amplification strategy.
SuperGasbras operates in one of South America's most competitive energy distribution sectors. Brazil's LPG market ranked as the world's tenth-largest, with approximately 34 million cylinders delivered to consumers per month and around 70,000 LPG retailers active across the country, according to industry data cited by Sindigas, the Brazilian LPG industry association. That scale of distribution creates intense price sensitivity and low brand differentiation at the point of sale, making above-the-line brand-building campaigns structurally important for any distributor seeking to hold consumer preference beyond price alone.
The competitive landscape amplifies this pressure. According to market-share data covering January through June 2019, sourced from government and trade filings, Ultragaz held approximately 23.09% of the total market while Liquigás controlled around 21.0%, together accounting for nearly half the market between two players. SuperGasbras competed in an environment where the functional differences between cylinder gas from one brand and another are imperceptible to the end consumer, meaning brand narrative becomes one of the few genuine levers available to marketing teams.
Rapp's strategic response was to avoid product-centric messaging entirely. Where competitors in the industrial and energy space typically rely on reliability claims or price-led promotions, #GiftsfortheFuture reached for emotional territory more commonly associated with consumer goods advertising. The Christmas window provided cultural permission for that tonal shift in Brazil, where the festive season carries strong family and community associations. By framing the campaign around the concept of generational gifting, Rapp gave SuperGasbras a platform that could generate affinity without needing to make functional claims the brand might struggle to differentiate from Ultragaz or Liquigás.
Fernando Estorino directed the #GiftsfortheFuture film for SuperGasbras through production company Ritmo Visual, as documented on Ads of the World. The creative team at Rapp São Paulo comprised Creative Director Felipe Andrade, Copywriter Eduardo Kotolak, and Art Director Alessandro Vieira, with agency co-presidents Tatiana Pacheco and André Pasquali overseeing the work, and client approvals from Luana Lennertz and Felipe Gilardi on the SuperGasbras side.
The film format was the only media asset produced for this campaign, a constraint that concentrates all creative and production investment into a single narrative experience. This is a recognized structural choice in markets where broadcast or digital video remains the dominant vehicle for emotional brand communication, and it places significant demands on the film's ability to sustain attention and generate resonance without the supporting layers that a multi-format campaign would provide.
Estorino's directorial task was to make the central metaphor — gifts as legacy rather than objects — legible and emotionally genuine within the conventions of Christmas advertising while avoiding the sentimentality that frequently undermines brand credibility in the industrial sector. A Marcomm News article published January 1, 2019 described the campaign as transforming SuperGasbras's Christmas communication into a physical wish for better days, suggesting the film leaned into tangible, grounded imagery rather than abstraction. The copywriting by Kotolak and art direction by Vieira would have needed to carry the conceptual weight of that reframing efficiently, given the film format's reliance on the integration of word and image to deliver a sustained argument. The production through Ritmo Visual indicates a professional production infrastructure consistent with the campaign's broadcast-ready ambitions.
No verified performance data for #GiftsfortheFuture is publicly available. The campaign has not been recognised at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, based on available records, and no published business results or effectiveness metrics have been located across trade sources including Ads of the World, Meio e Mensagem, or LinkedIn.
Structural analysis offers a more useful frame for evaluation than absent metrics. The campaign's core strength lies in its strategic coherence: the decision to use a culturally legible moment — Christmas gift-giving — to carry an industrial brand into emotional territory is a defensible and relatively low-risk creative strategy in a commodity market. The single-film format, however, limits the campaign's capacity to build frequency, extend the narrative across platforms, or generate the kind of participatory engagement that the hashtag mechanic implied by the #GiftsfortheFuture naming convention would typically demand.
The hashtag signals an intent toward social amplification that a single film asset, without documented distribution strategy or community activation, may not have fully realised. In Brazil's competitive LPG market, where Ultragaz and Liquigás held the two largest market-share positions according to industry data sourced from government filings, a brand-building campaign of this kind succeeds when it accumulates repeated impressions over time. Whether #GiftsfortheFuture was deployed with sufficient media weight to achieve that accumulation remains undocumented. Clapboard's score of 55 out of 100 reflects a campaign that demonstrates strategic intent and production competence, constrained by the evidence gap that prevents a fuller assessment of real-world impact.
#GiftsfortheFuture is a 2019 film campaign created by Rapp São Paulo for SuperGasbras, a Brazilian LPG distributor. Published on January 1, 2019 and documented on Ads of the World, the campaign reframes Christmas gift-giving as a metaphor for generational legacy, delivering that narrative through a single film directed by Fernando Estorino via Ritmo Visual.
Rapp São Paulo created #GiftsfortheFuture for SuperGasbras. The creative team included Creative Director Felipe Andrade, Copywriter Eduardo Kotolak, and Art Director Alessandro Vieira. Fernando Estorino directed the film through production company Ritmo Visual, with agency co-presidents Tatiana Pacheco and André Pasquali overseeing the work.
SuperGasbras operates in Brazil's industrial LPG distribution sector. According to Sindigas, Brazil's LPG market delivered approximately 34 million cylinders per month through around 70,000 retailers, served by nineteen distribution companies. SuperGasbras competed against major players including Ultragaz and Liquigás in this commodity-driven, brand-sensitive market.
#GiftsfortheFuture has not been recognised at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC based on available records. No verified awards or effectiveness citations for the campaign have been located across major industry databases or trade publications as of the available research.
Rapp previously created the Superbotão campaign for SuperGasbras in 2017, a product-demonstration-led effort featuring a Wi-Fi-connected gas-ordering device, as documented in trade press including Portal da Propaganda. Where Superbotão focused on functional convenience, #GiftsfortheFuture shifted the brand toward emotional storytelling, representing a distinct tonal evolution in the agency-client relationship.
Clapboard scores #GiftsfortheFuture at 55 out of 100. The score reflects a campaign with a coherent emotional strategy and professional film execution, tempered by its reliance on a single media asset, the absence of a documented amplification strategy, and no publicly verified performance or effectiveness data to support a higher assessment.
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