We were challenged with creating a Latin American campaign to incentivize consumers to order more Big Macs paired with Coca-Colas, in a time when the preference was starting to migrate away from traditional sandwiches and colas into a more varied and gourmet-like offering.
We’ve united specialists, clients and makers into a unique 5-day marathon in São Paulo, sponsored by the incredible Mesa, and developed the campaign #DareToExplain.
We’ve realized that the plethora of flavor profiles contained in the mixture of a Big Mac and Coke were so intense (from crunchy to soft, from spicy to fizzy, from sweet to savory, from oily to dry, etc) that in would invariably put the mouth and tongue into pleasure overdrive overtime it was consumed.
We’ve translated that indescribable feeling into Mac Donald’s first in-store VR interactive experience. Consumers got put through an insanely journey that enhanced all their gustative senses and once, and left them wanting to have a go at the combo.
The campaign also introduced the interactive experience for people at home through a mobile site where users could try to blent two any ingredients in the world to try to explain the taste contained in a Big Mac and Coke pairing. The responses contained the world’s most ridiculously insane memes to get their minds in overdrive, as well as coupons to come to the store and try the real thing.
Two Free Guys
Two Free Guys is a passion project between my partner and I.
We’ve spent the last decade running around the world like crazy. Even when we first met, Gui was in India and I had just returned to Brazil from Japan. From then on, we’ve set out to travel pretty much half of the countries in the world.
We believe that the best things in life are completely free, so we’re always bypassing costly experiences and exploring the cities we love for free.
We’ve quickly started to grow tired of the many “free stuff” repositories one finds online, with their shallow descriptions of the free adventures and accompanying stock images. Or perhaps the utterly boring and confusing videos on YouTube that makes you scrub for your life, sieving through to find the few free bits in there.
There had to be a better way.
So early 2017, we’ve set out to create our own repository of free adventures around the world through ultra-short videos to inspire our friends and whoever else cared to watch to have the time of your lives without spending a dime.
It was loads of fun to explore places with creating content in mind, creating a personal brand from scratch, shooting, editing, creating music… all quite low-end & hand-made but authentic and full of love.
The project goes on! a hundred videos created so far, another thousands to go!
Untourist is a provocation about the nature of travel. Who are we when we travel? Mere tourists? Do we strive to be more? How do we see the new environment we’ve just landed on? How do we behave? Can we ever scratch the surface of a new culture, even it we so desperately desire to?
The project started with Lucas Lenci, a Brazilian photographer and editor, going through piles and piles of photos Guilherme and I had taken during our many trips to Japan in the last 10 years. He’s created a unique narrative that had us looking at our memories in a completely different way.
The book was printed in limited editions, and we’ve also created fine art prints of 5 of the doubles. All books were sold immediately upon launch.
Where Does It Come From?
Parents usually know to be prepared for when their kids ask where babies come from, but what about when they want to know the origins of their dinner?
Unilever’s Hellmann’s brand is tackling the subject with “Where Does It Come From?” The new campaign focused on food origins is an extension of its ongoing “Real Food Movement” platform.
The brand is sending three families from Montreal to its farm in Englefeld, Sask. for an experience, hosted by celebrity chef Chuck Hughes, focused on learning where certain ingredients come from.
To promote the campaign, we have created 30-second and 90-second online videos, running on social media and as pre-roll, featuring parents and kids (some of whom will travel to Saskatchewan) talking about where food comes from, including parents not recognizing a yellow canola flower.
On July 14, the farm experience will be live streamed on Facebook and Periscope to drive deeper engagement with families across Canada.
Jim Beam’s first mandate in Brazil was to attract urban millennials and get them to experience the “history making” power of the brand. A challenge easier said than done in a market completely dominated by much larger players with established market shares, big budgets and a completely closed-off on-and-off trade territory.
But they wanted to Make History, so it was history we’ve made.
We’ve centred our efforts on the new up-and-coming central area of the country’s largest city, São Paulo, in order to capture the highest influx of trendsetters that influence the whole country. Together, we’ve created with over 8.000 participants a series of interconnected parties and experiences to the sound of international bands playing simultaneously at squares, alleys, private apartments and hidden bars.
Unbeknownst to the audience, the event generated in real-time an unprecedented video-clip for the song ‘Alien’ by Wild Nothing, launched exclusively on Jim Beam’s platforms.
The participating spaces subsequently became the first trade channels for the brand in São Paulo’s now hippest neighbourhood.
New Digital Ecosystem
We were tasked to launch a global online direct-to-consumer experience for Nexxus, Unilever’s top-of-the-line hair care brand, to achieve 20% of brands sales in two years.
In a move than won us the Global Digital AOR relationship with the brand, we’ve completely restructured their digital ecosystem, starting with a large study to establish their new online visual identity.
Next, we’re brought in the brand’s sophistication through in a unique website with innovative UX and relationship platform containing dozens of new short how-to-videos to be used across all points of contact.
Finally, we’ve launched an AI conversational platform called Hair Concierge to expand the depth of our relationship with current and potential customers.
By accessing Hair Concierge, any woman around the world can have a one-on-one concierge service that manages their hair life simply and effectively by delivering ultra-personalised care and magical experiences
Lacan Research Centre
When Brazil's largest Lacan Psychoanalysis Association asks you to rebrand them, you do as you're told, or risk the wrath of dozens of psychoanalysts making my last 30 years of therapy unravel on me.
Lacan, a French psychoanalyst and psychiatrist who has been called "the most controversial psycho-analyst since Freud", crafted the structure of the psyche at the height of Modernism, so nothing more fitting than bringing him back to the era, with a semantic twist that he was always so fond of.
Rather than approximating the thematic elements, I've taken them into their simplest forms and colours to allow the patients to dwell on their own signifiers and exteriorize their own unconscious language.
Teens are in constant flow. One minute mellow and the next pumped up and ready to go, only to find themselves 30 minutes later in a romantic cocooning mood. Instead of fighting against it, teens embrace that dualism and relish in the freedom to define themselves with these seemingly totally contrasting tones.
We’ve helped Sprite create a new tool that celebrates that behaviour, right on their cans and PET bottles.
Enter Sprite Duality.
For Sprite’s new Global Packaging Innovation, we’ve given life to 20 of the most polarising moods in order to help them combine just the perfect conflicting feelings they couldn’t seem to put into words.
Be it around the dinner table, or at a vending machine, our packs help get the conversation started and get what they have inside, out. After all, we’re in the business of helping people spark their true selves.
The campaign was first launched in Pakistan in Summer 2015 and we've loved to see how every market will adapt their own culture to our unique proposition.
Flyte Levitating Light
FLYTE is a levitating light which hovers by magnetic levitation and is powered through the air. With FLYTE, we've set the lightbulb free.
Created by the genius Simon Morris, the project has debuted on Kickstarted with a goal of US$ 80.000 but ended up being backed with over US$ 560.000!
Wireless power transfer transmission has been around since the days of Nikola Tesla. With FLYTE we've packed some of Tesla's tech and combined it with magnetic levitation, opening up a magical world of possibilities. Our wireless power module transmits about 5V and is completely safe and harmless. Edison and Tesla can finally be friends.
Power is transferred wirelessly from the base to the bulb.
Daniel Mascarenhas put together a great team of ultra talented people working from all corners of the world who wanted to make this project fly, and fly it did.
The tallest order in Absolut Vodka's new brand positioning is to help consumers achieve transformation in their daily lives through the power of artistic expression. Let’s “do”, and not just “say”.
For its debut, we connected people from around the world directly with one of the world's top graphic novelist, the Brazilian Rafael Grampá. Together, they created his first animated masterpiece frame-by-frame through weeks of intense social media connections.
The resulting animated short debuted at Made’s space in Berlin for a select audience of global opinion leaders. The project was intensely featured in specialised media, gaining global notoriety.
ADC Gold 2015 - Digital / Craft / Art Direction
Official Selection Annecy Film Festival 2015
Are you ready for the time of your life?
YES, our new creative platform for Tuborg, inspires global youth to live tonight to its fullest by challenging their sense of what's possible, disrupting the social status quo and connecting them with like-minded folks.
YES rewards the curious with a glimpse into what's to come when you just act on your instincts.
Our winning pitch started Sid Lee's relationship with Carlsberg and the gloriously creative Sid Lee team Eoin & Thom saw all these incredible executions to fruition.
The future is not a given, it is yours to create. We have redefined the context of Absolut and its powerful relationship with transformative art to a new generation of global millennials.
To kick-off the new positioning, we’ve selected four up-and-coming artists to share their personal stories of transformation through the power of artistic expression in their own fields and beyond.
The campaign debuted globally in 2013 and our stories played across a myriad of connected channels, from TV to the web.
BBVA NBA Sponsorship
We took the challenge of branding, online and in-branch structuring and driving awareness to BBVA’s new NBA Account, aimed at American basketball diehard fans.
We asked fans “What makes a real fan?”, and “How can you show us you are one?”. in exchange for a direct connection to the USA’s top players, and plenty of new accounts with cash prizes for them to win.
We struck a cord in their pride, and gave them a venue to express their love for the sport and their own teams through our on and offline media.
Our large brand activation took place during the All-Stars event in Houston, with sweepstakes, brand experiences, guerrilla activities and large format communication in-stadium.
In order to enhance the sales of contour bottles during Summer 2011, we’ve decided to give Brazilian teens what they crave the most – music.
Every contour bottle in Coke’s portfolio was fitted with special caps containing a scannable musical soundbite, which could be combined with dozens of others to generate different soundtracks based on current Brazilian pop hits.
With an average time of six minutes spent on site, over 3MM finished tracks were created and downloaded in the form of ringtones in the first two months of the campaign.
How do you get picky fashionistas talking about the launch of a new limited edition bottle of Absolut Vodka?
Easy, you create a new fashion collection connecting Brazil’s most up-and-coming designers, and people from all over the country.
We succeeded in getting our product in over 55 fashion blogs, having six of them covering the project in real-time.
The resulting collection debuted at a pop-up store in São Paulo’s trendiest neighbourhood, with the launch party bringing in the most discerning of the fashion glitterati.
The limited edition collection sold out in two weeks, a month and a half earlier than scheduled.
Anador, the once upon a time leader in pain medicine category, aimed to regain territory by changing its positioning from a solution against general body pains, to a solution against headaches only, without changing its formula of packaging.
Quite a challenge, no? Yes, we love those.
The solution came in the shape of a new and miraculous, (albeit fictitious), product launch to challenge Anador's yet-inexistant claim to the top.
By focusing on dethroning Anador - a brand that wasn’t even a competitor in the headache medicine sub-category - we generated a very strong artificial association between Anador and a solution for headaches.
We saw the sales of Anador doubling after the launch of the integrated campaign, proving that good comedy, and a big dose of guts, (pardon: brains), can solve a difficult branding challenge.
A bottle that glimmers. The purest Swedish vodka inside. The promise of "Making the present exceptional”.
For the launch of Absolut Vodka’s new limited edition bottle, we created an artistic experiment joining the forces of a typographer, (who learned to light-paint in a day), and people at home.
We’ve allowed fans to use a word that defined them and had it light-painted in real time over a full week of interactions through LiveStream and Twitter.
Our local project ended up exported to other countries, and received a few brilliant awards in the Typography category in the process.
One day I came across a brilliant American project called "It Gets Better”.
Its aim was to diminish gay teens’ suicide rates in the USA by bringing them some perspective on the fact that coming out is indeed quite difficult and challenging, but things eventually get better, and one is very likely to lead a beautiful and fulfilling life.
I quickly connected with my friend and brilliant director, Gustavo Ferri, and within two weeks we had 30 representatives of the LGBT community in São Paulo pouring their hearts out to us.
Our goal was slightly different: beyond helping suicidal teens in our country, we wanted to expose to the media the normalcy of the real, (not stereotypical), gay and transgender lifestyles.
I personally interviewed all of them through twelve hours of tears, love and memories in what came to be one of the most rewarding experiences of my life.
The exposée debuted at MASP, Latin American’s largest museum, and has since been seen by over 1 million people online, and used for governmental and educational purposes.