Beach For All
A guerrilla marketing action for Chico do Caranguejo Cumbuco, one of the most famous beach restaurants in Brazil.
Client
Chico do Caranguejo
Service Provided
Marketing, Guerrilla, Creativity
The Goal:
Reinforce Chico do Caranguejo Cumbuco’s reputation as one of Brazil’s most iconic beach restaurants, while raising awareness about accessibility. After three months of lockdown, the beach was open again, and Chico wanted to highlight its commitment to inclusivity—ensuring that fun at the beach truly is for everyone.
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The Challenge:
Although Chico’s beach stand is wheelchair-friendly, most people without disabilities never stop to think about the barriers others face. The challenge was to make beachgoers reflect on the frustration of being excluded, creating empathy and awareness about the importance of accessibility.
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The Result
We designed a guerrilla marketing experience that turned the problem into a powerful insight. For one day, part of the beach was blocked off with barriers and security guards, preventing able-bodied people from entering the sea. The frustration they felt mirrored the everyday experience of wheelchair users. When they returned to their tables, they discovered flyers explaining the action, alongside wristbands granting access to the sea—symbolizing Chico’s commitment to inclusion. The activation sparked conversation, empathy, and reinforced the message: at Chico do Caranguejo, the beach is for everyone.
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