For years, Habib’s, Brazil’s largest fast-food company, had left behind its most iconic brand asset: the Genie.Through a meticulous creative process, we reintroduced the character for a new generation, carefully redesigning him with a fresh, contemporary personality while preserving the distinctive traits that had made him beloved by millions of Brazilians.His return wasn't just nostalgic—it fulfilled one of the brand's most requested customer wishes: unlimited soft drinks with the all-you-can-eat menu.

Over a three-month campaign, the Genie became the driving force behind the launch, reconnecting Habib’s with longtime fans while introducing the character to younger audiences. His comeback reignited brand recognition, strengthened emotional connections, and reminded customers why the Genie had always been an essential part of Habib’s identity.