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From the 15th Annual Shorty Awards

Undress Clothes

Finalist in Humor


Fogo de Chão is the place to spice up relationships. But after dinner, discovery shouldn't end there. Introducing a line of tearaway formalwear. After discovering flavors at the table, you can go home and tear off your clothes to discover each other.

Strategy and Execution

Fogo de Chão recognized it could help couples spice up their relationships on Valentine’s Day as the world regards Brazilians as masters of flirting, dating and holding on to long-term relationships. This high regard makes Fogo de Chão's restaurants –– spaces that share the best of Brazil to the masses –– the ideal place for couples looking to boost their bond. And Fogo de Chão would release a line of tearaway formalwear, to make discovery after dinner easy. To tease this fiery formalwear, we took to Instagram to give it to one lucky couple to wear out to a Fogo date night. The challenges we faced were breaking through typical social media noise with something completely unexpected from a brand in the fine dining category. We did this by teasing the giveaway days leading up to VD and dropping provocative posts.


By reimagining formality at the table, we turned Valentine’s Day into Fogo’s hottest yet. Passing our social benchmarks by almost 50%, and booking nearly every single restaurant full on the day itself.


Video for Undress Clothes

Entrant Company / Organization Name

Barkley, Fogo de Chão