In a unique crossover of scientific data and entertainment, Greenpeace built a climate change simulator right into one of the most popular video games in the world: GTA Online.
The well-known GTA Los Santos map was transformed into an alarming prediction of what the world could look like if the planet continued to heat up by another 3ºC. Players could not only see the real effects of climate change, but interact with it in an unprecedented way — with new missions and challenges, custom artwork and NPCs, and even a petition which users could sign in-game.
The results? Players voluntarily livestreamed over 450 hours of content in the first week alone. The gaming community watched almost 8 million minutes of broadcasting. And without any Greenpeace investment, the project generated +340% in petition signatures, +40% in donations, and almost 30 million in earned media — not to mention 15 Cannes Lions Awards and the Entertainment Agency of The Year title.
Role: Creative Director
Deaf people have always been excluded from a competitive gaming experience. Because in-game audio is an essential multidimensional tool. Without this, it's almost impossible to play in equal conditions. That's why Dell, in partnership with Alienware, launched The Gaming Cap. The first technology that allows deaf people to feel the gaming sounds they can't hear.
By using this wearable tech, the deaf community's disability doesn't affect their ability to game anymore.
This branded innovation connects a +300MM community not only with Dell hardware but the entire gaming world. It is compatible with all gaming platforms and major gaming franchises. Making Dell and Alienware lead the gaming industry's mission of inclusion and empowerment. Of course, using the core business of both brands: technology.
Role: Creative Director
We found out that all improvements on Brazilian public dental health system come from researches at FOUSP using baby teeth — yes, baby teeth! And while they struggle with insufficient donations, millions of teeth that could be helping science were discarded every year. Of course, kids are not used to giving them to a university. They do save it for the Tooth Fairy, though.
So, to increase donations, the Tooth Fairy stopped asking for kids’ teeth. Instead, she revealed a well-kept secret: The Tooth Fairy’s Address. Now, they can send their teeth directly to her to help people in need. We created eye-catching executions for relevant mediums and, most importantly, a new and easy way of donating baby teeth.
The story quickly spread reaching major news programs organically. The “Tooth Fairy’s Address” campaign promoted a real cultural change building positive values for kids once they actively decide to help instead of exchanging their teeth for money. Parents were happy, kids were happy and FOUSP was letting off fireworks: donations skyrocketed turning their biobank into the largest collection of teeth for studies of the world in only 2 months.
Role: Copywriter & Creative Director
The launch of iPhone 11 in Brazil, the most successful launch campaign in Telefónica’s history.
We feel for making so many people spend the night in line in front of the stores. And fot all the cramps. That's not right.
Role: Copywriter
The all-new Ford New Fiesta awakens your desire to drive. Even if you are a on-duty cop.
“The Chase” marked Ford Brazil's most successful ever car launch.
Fun fact: Rolling and crashing a classic Dodge Charger was a lot of fun, but it made a lot of people angry. At one point we even had Dodge Charger fans camping outside of JWT for a friendly “chat” with us.
Mitsubishi Outlander has the highest repurchase rate among pickup trucks owners. That means they want to hold on to their Outlanders no matter what. Interesting...
Life is not easy if you’re a farmer. No, sir.
Every day is a battle. And no matter how ugly things get — and things can get really nasty — as long as you're in a Mitsubishi L200 Triton, elected the toughest pickup truck on Brazil’s most renowned automotive publishings, you’ll be fine.
We have plenty of reasons to adopt more sustainable habits.
But ultimately we all have to take better care of Earth because - let's be honest here - there's nowhere else to go.
#nicetryelonmusk #nicetryjeffbezos #nicetryrichardbranson
Role: Creative Director
The podium was invented on the Ancient Greece. By then, the huge gap between the platforms served a purpose: to show 1st, 2nd and 3rd places for everyone at the big arenas, even to those on the last rows.
Since then a lot has changed. Technology enhanced performance so much that competitions are now decided by dozens, hundredths, sometimes millionths of a second or an inch. Plus, with broadcasting and screens on the events’ sites, everyone knows what goes down on every competition.
Despite all these changes, the podium is still the same. And, after conducting hundreds of interviews, we confirmed that the gap between the platforms have a negative effect on athletes. After all, it doesn’t matter how close the result is, it’s always portrayed as an unchangeable large difference at the medal ceremony. So, we took technology on the athlete’s side once again and reimagined the podium to create a fairer version of it.
Summer is Itaipava Beer's territory.
So, what would happen to our brand on the hottest season of the year during the COVID lockdown? How could we make people remember Itaipava with everyone “enjoying” summer at home?
Well, we unlocked an unexpected solution.
More than one, actually.
Role: Creative Director
Brazil hosted the 2014 Soccer World Cup on 12 different capitals. Several sponsors based their advertising campaigns on giving tickets for a few unprivileged Brazilians that otherwise would never join the party.
As the main sponsors of Brazil’s national team, Brahma wanted every single Brazilian to be part of this historic moment.
So, we took the World Cup to countryside villages and rural towns, inviting more than 500.000 people to the party. We turned their main square in a stadium with grandstand, huge screen that broadcasted the matches in real time, and hundreds of thousands of gallons of Brahma beer.
The roots of Brazilian soccer are on street courts. Brahma, the official sponsor of the national team, decided to renovate hundreds of courts - using recycled Brahma beer cans - to help harvesting the next generations of players.
Even though Brazilian Paralympic athletes win more medals than the Brazilian Olympic athletes, they remain unknown to the general public.
With the 2020 Paralympic games approaching Braskem, a long-life official sponsor of the Brazilian Paralympic Team, wanted it to change.
So, they invited Marcos Abranches, the first choreographer with cerebral paralysis, to create the Official Brazilian Paralympics Celebration, one that could be mimic by anyone, with or without disabilities. The reason behind it being that very major sports celebrity has their own trademark celebration. And being such champions, Brazilian Paralympic athletes deserve a celebration of their own.
The celebration was posted by the Parathletes themselves asking everyone to mimic it. It quickly spread on social media by some of the country's top influencers. Then the celebration ended up on Tokyo's podiums, where it was seen by millions.
Role: Creative Director
Ford Focus was the best-selling car of the world on 2011. It was literally everywhere. Terrible times for those who chose the competition.
The brief was to show the all-new L200 Triton as the most powerful pick-up truck of its class.
So, we wondered “if a L200 Triton was a man, how would he be?”
Then he wondered something else.
Why do people keep trying to get your attention when you’re watching your favorite sport on TV? There’s nothing more important. And this pre-roll campaign proves it.
The briefing was clear: the price should be the main character in this campaign.
Sure, hold my beer.
PS: If you're not from around here, the lady at the end is only Brazil's most famous actress, Fernanda Montenegro.
I really dig coming up with visuals that induce another image in the viewer’s head. It’s like a 2 for 1. If the work makes you think, you will probably remember it.
I know you’re the one supposed to assess your own work but I can’t help it: just love these.
Tagline: “It's more fun underwater.”
Every year the Young Lions committee ask former delegates to create their annual campaign. On 2016, that task was mine.
So, I took this opportunity to expose some of the “personas non-grata” of our beloved industry: copycats, careerists, credit stealers, loafers, and some other avoidable characters. We wanted to make sure they know the Young Lions program is as much about portfolios, as is for making our industry better every year.
With one of the most advanced vehicle line-ups in the world, the "Perfect Machine" brand campaign marks the beginning of a new era for Ford in Brazil. The only car manufacturer in the country with a global line-up.
These spots are about that moment, that terrifying moment, when you realize everyone will leave and you'll be left to clean all the mess by yourself.
Well, if you have BomBril on your kitchen, that moment is followed by another one of true relief, because you also realize you're actually not alone: Brazil's top selling dish soap and its incredible stain removal power is and will always be on your side to make the job easier.
Do you know any woman who doesn't like flowers?
I don't.
Lack of space sucks. We tried to translate that feeling in a dramatic way for the Fiat Cargo, the van with more inner space than any other in its class.
Fun fact: It took nearly two months to get rid of the fish smell on the photography studio. Again, Hausser, we're sorry.
Studies prove that reading before sleeping actually improves your recovery. So, let's go to bed with our favorite books.
On 2016, Telefonica's advertising platform was about inclusion.
Fun fact: The actor is really blind. And also very good-looking and charming. Told me he once got beaten because some jerk thought he was pretending to be blind just to get girls. What a world we live on, ladies and gentlemen, what a world.
Have you ever tried an Ana Maria cupcake? I spent my childhood eating them. Really seems like the filling is endless.
The brief was to promote Telefonica’s new pre-paid phone chips that offered a lot more advantages than its competitors.
We showed what happens to customers that get that kind of benefits: They get spoiled. Like, really REALLY spoiled. Like “I order one pizza and you deliver only ONE pizza?” spoiled. Ivete Sangalo, one of Brazil’s most famous singers, would always appear on the background singing her hit song (that, btw, is called “Spoiled”).
