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Case study · Advertising scripts · 2026

Prat's in winter: a chilled juice that warmed up everyday life.

I wrote the scripts for the Prat's winter campaign, produced by Claque Filmes in partnership with ARTT Creative Works. The challenge sounded like a contradiction: inviting people to drink something chilled in the very season when everyone reaches for something warm. The films turned out beautiful, the brand embraced the idea and the audience responded.

Client Suco Prat's, Paranavaí and Maringá, Paraná, Brazil

My role Concept and scripts for all three films and every version

Production Claque Filmes, in partnership with ARTT Creative Works

On air June 29 to July 23, 2026

Couple in the kitchen in the morning holding bottles of Suco Prat's in the winter campaign — Prat's winter campaign · Film 1, the kitchen

About Prat's

A brand born from the land and from practicality

The Prat's story begins on the farm. After the Black Frost of 1975 wiped out the coffee plantations of northwestern Paraná, citrus became the region's new path. In 1989, José Antônio Pratinha, known as Toninho, brought the first rootstocks to a nursery in Paraíso do Norte, and the following year the family moved to Paranavaí.

In 2012, Toninho, his brother Gilberto and their cousin Paulo created Prat's in Maringá, in a factory with eight employees. The name comes from the Portuguese word for practicality. Today production is in Paranavaí, and the brand handles the entire orange juice chain, from seedlings to fruit selection. When I write for Prat's, I write for a family that knows every step of what goes into the bottle.

Bottle of Suco Prat's orange juice next to the words vitamin C and a smiling family

Prat's brand image, published on the brand's website.

The challenge

Selling a chilled drink in the cold season

Prat's is meant to be enjoyed chilled, and the campaign would air in winter, when people naturally crave something warm. Prat's wanted to stay part of people's routine and had a strong argument in hand: 100% whole juice, no added sugar, no preservatives and naturally rich in vitamin C, an ally precisely in the colder months.

My job was to turn that argument into scenes that felt like real life, with light conversations in the kitchen, at the office and in the late afternoon. I wanted viewers to see someone with the same doubt they had, hear the answer in a light way and leave the film with the campaign line in their heads: "Prat's, naturalmente rico em vitamina C!"(Prat's, naturally rich in vitamin C!)

The idea

A chain of recommendations passed from hand to hand

I wrote three films that link together like word of mouth. Each character discovers Prat's through someone else and passes the bottle on. Props connect one film to the next: João's backpack leaves home in the first film and shows up at the office in the second, and Joana's beach tennis bag carries the story to the court in the third.

Morning · kitchen

His wife shows João the label: "It's whole juice. It's just fruit."

Late afternoon · office

João repeats the line from home and offers a Prat's to his coworker Joana.

Late afternoon · court

Joana introduces her friend to Prat's orange and acerola.

Sign-off

"Prat's, naturally rich in vitamin C!"

The films

Three scenes from a Brazilian winter

Couple at the breakfast table with bottles of Prat's

Coworkers at the office toasting with small bottles of Prat's

Two friends sitting on an outdoor bench with small bottles of Prat's

Films published on Prat's official YouTube channel. Scripts: Léo Bento. Production: Claque Filmes, in partnership with ARTT Creative Works.

From script to film

The script beside the film

In these videos, the original script scrolls beside the scene, line by line, with a yellow dot marking the line on screen.

Prat's Winter · Film 01 A cold juice that warmed up winter.

Prat's Winter · Film 02 An office conversation that sounds real.

Prat's Winter · Film 03 “Wait, Joana… bottled juice? You?”

Prat's Winter · Short version Juice in winter? Of course.

Prat's Winter · Behind the scenes The set tells the story too.

Script decisions

How I wrote for the cold

Put the objection in the character's mouth

The audience's doubt became a line: "In this chilly weather, can we really drink cold juice?" The answer comes with a laugh, like in a real kitchen: "Of course! Especially Prat's, it's whole juice."

Let the label speak

The juice's attributes arrive through the characters reading the label themselves and being surprised by what they find. "Don't you ever read the label?" is the cue for "100% orange" to come up naturally.

Vitamin C as the season's ally

The cold entered the script as a reason to drink the juice. "Vitamin C in winter really is a great ally," João says before leaving home with the bottles.

A family of pieces from the same script

For each film I wrote the full version, a short version, two companion pieces and a behind-the-scenes script, always with the same sign-off and the same visual bridges between the stories.

Cinematography and set design

What Claque and ARTT did with the words

I have enormous affection for these films. The warm morning light in the kitchen, the blue tones of the end of the workday at the office, the outdoor bench surrounded by red flowers: every set was designed so that winter would feel cozy and full of life. The set design built real breakfast tables, offices that feel lived in and a late afternoon setting you want to step into. The script asked for everyday life with warmth, and the cinematography delivered exactly that.

Man takes a sip of Prat's juice in a kitchen lit by morning light — Morning light

Actress shows a small bottle of Prat's in a setting with red flowers — The label on screen

Actress holds a small bottle of Prat's at the office at the end of the day — End of the workday

Couple smiles at the breakfast table with bottles of Prat's — The kitchen

Coworkers talk at the office with small bottles of Prat's — The office

Two friends talk on an outdoor bench with Prat's — The court

Frames from the films published by Prat's on YouTube.

Results

450K+

combined views of the campaign films on Prat's YouTube channel

Three films, eight uploads and a whole season with the brand on air.

Each of the three main films passed 100,000 views on Prat's YouTube channel. Adding up the versions published between June 29 and July 23, 2026, the campaign reached 450,924 views.

110K+ views of the court film

107K+ views of the kitchen film

104K+ views of the office film

Source: Suco Prats Oficial YouTube channel, public view count of eight campaign videos checked on 10/25/2026.

A fun fact

I was the first one convinced

After writing this campaign, I started drinking a lot of Prat's.

Writing about a juice that is just fruit made me pay attention to the label too. Today Prat's is part of my routine, and I think that is the best sign the campaign's argument was true.

Credits and gratitude

Who brought the campaign to life

I am deeply grateful to Siandre Camacho and Marcelo Rocha Loures, of Claque Filmes, and to André Rodrigues, of ARTT Creative Works, for their trust and for the care they put into every scene. I also thank the Prat's marketing team, who followed every version of the script with attention and generosity. Working with partners like these makes the writing grow.

Client	Suco Prat's, with the brand's marketing team
Concept and scripts	Léo Bento, Mentoniano
Production company	Claque Filmes, Maringá, Brazil
Claque Filmes	Siandre Camacho and Marcelo Rocha Loures
Partner production	ARTT Creative Works, Maringá, Brazil

The published films went through production and editing and do not always follow the script word for word, as happens in every production. Directing, cinematography, cast and editing credits were not published in the sources consulted, so they do not appear here.

History with the brand

Winter, Pancada de Prêmios and PRO+

The winter campaign is part of the work I wrote for Prat's in 2026, alongside the Pancada de Prêmios promotion and the launch of Prat's PRO+, all with Claque Filmes and ARTT Creative Works.

See the Prat's PRO+ case study See all work

The Pancada de Prêmios promotion, with the script alongside

Three pieces from Prat's promotion in which the audience steps into the scene to earn lucky numbers.

Pancada de Prêmios · Promotion Which dance should I do?

Pancada de Prêmios · Promotion More chances to win.

Pancada de Prêmios · Promotion Up to four lucky numbers.

let's talk

Does your brand have a true argument and need scenes that make people recognize themselves? Let's talk about the script.

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