The working hours management platform, Flash, is launching its new campaign to show the importance of companies signing contracts with benefits providers that comply with the law.
The communication strategy, devised by ISLA, takes advantage of the announcement of Ordinance 1.707/24, recently published by the Ministry of Labor and Employment with the aim of curbing irregularities in contracts granting benefits to companies registered with the PAT (Workers’ Food Program). With the new regulation and the arrival of 900 new labor inspectors in February this year, there should be an intensification of the inspection of illegal practices within the program, which aims to improve the nutritional health of workers by providing tax incentives, such as the deduction of employee food expenses from income tax and the exemption of social charges on the amounts spent on food.
The communication is divided into two phases. In the first, in addition to employees, the brand warns professional “decision-makers” who work with companies’ HR, Legal and Finance departments that companies that do not comply with the law run the risk of being audited and losing the PAT incentive, and shows Flash as the best benefits card, which was born within the law and has 100% legal security. The pieces follow the creative concept of the “Recall” calls, when manufacturers go public to inform customers that their product presents some kind of risk. At the end of the warning, a lighter and more amusing art direction invites them with the brand’s signature “Change to Flash and fly”.
“Flash always values transparency in information, and we identified the importance of being clear and direct with Human Resources professionals about the risk that many still run by insisting on practices that can be harmful, even after the government ban. That’s why, more than a campaign, our aim here is to convey relevant information to companies’ HR operations,” says Danilo Lima, Flash’s branding director.
In the second moment, there are films produced with a focus on these two audiences. The productions show that there are two “legal” reasons to switch to Flash: the legal one, which explains that the benefits market has been subject to increased scrutiny, but that with Flash there is no risk of companies losing PAT; and the legal one, which refers to what is cool, highlighting that the brand’s card is accepted in 12 million establishments and is in the main digital wallets.
“To take advantage of the business opportunity with this recent news related to the client’s market, we found a creative line that doesn’t neglect the “Flash way”, it keeps the seriousness of the subject, but in a light, vibrant way and with a fun and inspiring tone that is characteristic of the brand,” comments Ricardo John CEO and ECD of ISLA. In addition to the films, there are pieces created for digital, radio, OOH, DOOH, newspaper and magazine.
This campaign formalizes the partnership between the agency and the brand, which began at the end of 2024 with the first film created for Flash’s benefits, people and corporate expense management platform.
