We established new rules for a perfume ad
The standard combo of model + fast cuts + cool song wouldn't do for the launch of Avon's top male fragrance in Brazil. So we invited actor/activist Lázaro Ramos and, together, wrote a manifesto redefining what it means to be successful.
First World Cup campaign by a beauty brand in Brazil. First perfume film to star a black man.
We turned football fans into Brazilian heroes.
World Cup coverage and ads are usually focused on the players. So we focused on the fans, looking for inspiring stories. And how we found them! Each fan got to be the star of one of our docs, tell his or her story, and be our companion while we cheered the national team on. The docs were shot, edited and posted in real-time, during the matches.
We turned ice cream into connection devices.
That's how we relaunched a beloved brazilian brand - star of many childhood memories. Partnerships with Spotify, Hotels.com and others gave instant connections to over 100k costumers. Snapchat queen Thaynara OG and many, many animated popsicle sticks helped spread the message.
We moved Doritos into Snapchat.
Doritos was the first brand in Brazil to have a Snapchat ad and a sponsored filter. It did so in style. Instead of adapting material from other platforms, we created specially for Snapchat - and it shows.
We created a superhero to rescue mobile users.
And then I gave Super Chip some groove, writing songs for him - he was a natural for Baile Funk. That's how we launched Tim's bet for low-priced mobile service: a new kind of SIM card (chip) that came loaded with advantages.
We said a prayer - and established a religious holiday - for truckers.
A lil' break from tech, and a time to pray. In a branding effort for Volkswagen's line of trucks, we proposed Truckers Day as a religious holiday. Complete with an original prayer, written by me, that reached truckers all over Brazil, via Youtube, radio, and church leaflets.
We connected Ford with its fans through our own platform.
Mixing user-generated content and real-time tailor-made brand content, "Ford Answers" was more than an advertising buzz-word bingo: it was a way to virtually bring Ford fans to the São Paulo Auto Show, the biggest event in Brazilian car industry.
We turned the Coke can into the World Cup's MVP
Coca-Cola was not an official World Cup sponsor, but in the end it was the most popular brand in the tournament. With real-time content and exquisite craft, we put the Coke can front and center in World Cup conversations.
We ushered in a new era for fashion weeks: with instant video access
Using the then-very-new Vine app, we went backstage, front-row and all around at Fashion Rio, giving fans instant access to the event, beating tradicional news outlets for the latest trends and premiering a new way to create fashion images - one which reigns today.
We came up with a new video format, tailor-made for a fashion brand.
All the motion comes from still pictures that were lost in the archives. And the video is vertical, which is a crime in 2012. But, as it turns out, that's the best way to advertise a new photo book to the mobile-savvy fans of Brazil's leading brand in fashion marketing. This soon becomes Farm's most viewed video.