Magalu
Mother's Day
On Mother's Day 2025, Lu on Magalu's WhatsApp transformed photos of mothers and children into AI-animated videos, developed with 20DASH and Ogilvy Brasil to increase interaction with the assistant.
The tribute became a video. Right inside Lu's WhatsApp.
At Magalu, Mother's Day became a vibrant and personal celebration. Lu on WhatsApp transformed photos of mothers and children into AI-animated videos in just a few steps.
20DASH, in partnership with Magalu and Ogilvy Brasil, developed the tool and the conversational experience on Lu's WhatsApp. The activation ran from May 8 to 11, 2025, directly in chat and without needing to download anything. The project brought customers closer to Lu's AI and encouraged the habit of interacting with the assistant.