After Budweiser got banned from Catar, AfricaDDB and W+K NY quickly joined forces on a simple idea: offering our hundreds of thousands of beers to the winning country.
By turning a crises into an opportunity, we made Budweiser the most talked about brand during the World Cup.
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Role: Creative/Copywriter
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Recognition
Cannes Lions
Titanium
2 Silver
1 Bronze
5 Shortlist
D&AD
1 Wood
The One Show
1 Silver
1 Bronze
2 Merit
Clio Awards
3 Gold
3 Silver
1 Shortlist
Clio Sports
1 Gold
3 Silver
2 Bronze
Brazilian Creative Club
Budweiser Client Of The Year
1 Black Star (Best Idea of The Year)
2 Gold
1 Silver
1 Bronze
El Ojo de Iberoamerica
Ab Inbev Client Of The Year
Africa/DDB Agency Of The Year
2 Grand Prix
4 Gold
4 Silver
4 Bronze
ANDY Awards
2 Gold
Effie Awards Latin America
1 Gold
Effie Awards Brazil
2 Gold
Premio Colunistas
1 Grand Prix (Best Idea of The Year)
3 Gold
There's one thing every music fan hates: Spotify ads. When an unwanted ad pops up and interrupts the playlist, the vibe goes out the window.
But there is something all these genres have in common: musics with "Budweiser" in the lyrics.
There are over 500 songs worldwide making unofficial ads for the brand. Unofficial until now.
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Role: Creative/Copywriter
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Recognition
Cannes Lions
1 Gold
2 Silver
1 Bronze
6 Shortlist
Brazilian Creative Club
1 Gold
1 Bronze
2 In book
Effie Awards Brazil
1 Silver
Between tears and diamonds.
The first gift many young Brazilian receive in their lives is a gun.
This is the story of Jovem MK. But defying the odds, she survived. She found refuge in music to tell her story through one of the most interesting rap albums in Brazil in years.
To launch the album "Meu Karma," we transformed her life story into a powerful musical short film, highlighting the rise and redemption that young Brazilians experience when they enter a life of crime in their youth.
*TURN CC ON FOR ENGLISH SUBTITLES
Directed by Paladino & Kaique Alves
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Role: Creative/Writer
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Recognition
Latin GRAMMY® 2024
1x Nominee (ONLY MUSIC VIDEO FROM BRAZIL NOMINATED IN 2024)
Ciclope Festival (Global)
1x Silver
1x Finalist
Berlin Commercial 2024
1x Winner
6x Official Selection/Shortlist
Brazilian Creative Club
1x Silver
Buenos Aires Music Video Festival
Official Selection
Directors' Library 2024
Official Selection
Being a fan is hard work. It’s an investment of time, money, and energy. But this effort has never been recognized as a real job—until now.
In 2024, Budweiser hired two Professional Fans. A real job with a salary of R$20,000.00, plus benefits, and access to cover the biggest concerts happening in Brazil, including Bruno Mars, Lenny Kravitz, and Paul McCartney.
The recruitment process was as real as it gets. It began by attracting over 15,000 applicants, surpassing even some of AbInBev's own hiring efforts. Candidates were invited to a full HR interview day, held on a Saturday. It was pure madness, with thousands of fans attending—including an 80-year-old woman who saw the ad in the newspaper and proudly called herself an “Old School Fan.”
The position was advertised in newspaper classifieds, LinkedIn, job websites, and posters strategically placed near employment agencies, targeting fans looking for their next big opportunity. Translated headlines below.
This project redefined recruitment media, transforming it into a bridge between passion and profession, and turning fandom into a real, sought-after career opportunity.
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Role: Creative/Copywriter/ACD
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HEADLINES:
- No need to clock in. Just clap in.
- Meetings with 50,000 people. At least they’re outdoors.
- A badge to access shows and save your seat at lunch.
- Hey fan who sleeps in line, don’t sleep on this chance.
- The only zoom allowed is on the camera.
- Meetings that could never have been an email.
- Your schedule will be full. Of concerts.
- Your only KPI? Get as close to the stage as possible.
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WORK IN PROGRESS.
How many epic parties have you missed because you had to work in the day after? Or because you didn't feel like drinking alcohol?
The truth is that in a multiverse scattered around, a version of you opened a cold Budweiser Zero alcohol and must have enjoyed it a lot.
We dived into entertainment to launch Budweiser Zero in Brazil. A mega-production full of references that was fucking fun to produce.
Directed by Ian Ruschel
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Role: Creative/Copywriter
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Recognition
Brazilian Creative Club
Budweiser Client Of The Year
1 Gold
2 Silver
1 Bronze
2 In Book
Profissionais do Ano (Rede Globo)
Winner
Ciclope Festival (Global)
Finalist
Ciclope Festival (Latino)
2 Finalist
We proposed Genera, pioneer and largest company focused on personal genomics in Brazil, to perform a DNA test on a mother and her adopted daughter to discover what they always had in common: their invisible connections.
Because nothing is more powerful than our connections.
Directed by Urso Morto
Note: one of the most exciting projects I've had the pleasure of participating in, because this true story is just like my story. :)
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Role: Creative/Copywriter
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Recognition
Cannes Lions
2 Shortlist (Film)
The One Show
1 Shortlist
Brazilian Creative Club
2 Silver (Film)
2 In Book
El Ojo Iberoamerica
2 Silver (Film)
In 1919, Brazil won Copa America with the white shirt, its first title as a professional team. 100 years later, we transformed Brazilian players into vintage collectible cards to launch Nike's new collection of the Brazilian National Team in honor of this centenary achievement.
The campaign was named “O Team Brasileiro”, as the national team was called in 1919, bringing back to life the concept of the old days.
And to celebrate Brazil's title in 2019, we made a film spot telling the story of the white shirt that was unjustly cursed for 70 years after the “Maracanaço” in 1950.
Directed by Alton, Mateus de Paula Santos
Illustrated by Black Madre Atelier
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Role: Creative/Copywriter
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Film script:
Cursed.
From day to night became the slayer of good luck.
Unlucky.
When listening to its name, they'd knock on wood.
People say they'd never win together.
But who was there in the first trophy?
Who protected the first winners?
Who also entered in the pitch with this team?
100 years after the first title, the ninth.
100 years later, the breakthrough of the white shirt:
The curse never existed.
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Recognition
Brazilian Creative Club
1 Gold
1 Silver
1 Bronze
1 In Book
The One Show
1 Shortlist
Just a few weeks before the 2022 FIFA World Cup, the world turned against something that is part of Brazilian culture: dances after a goal.
The critics escalated.
And became an excuse for racist and xenophobic offenses against Brazilian players.
So what could be the best answer to all this hate against Brazilian dances?
Dance even more.
In the music video, we put easter eggs and a dance tutorial for all Brazilians to respond to haters by dancing.
We projected #AturaOBaile in iconics Europe stadiums where Brazilian players suffered prejudice, bringing a message: we will never stop dancing.
Directed by Kaique Alves
DOP by Gabriel Bianchinni (Bibi)
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Role: Creative/Copywriter
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Recognition
Cannes Lions
1 Bronze
Clio Sports
1 Silver
1 Bronze
Brazilian Creative Club
Budweiser Client Of The Year
1 Gold
1 Silver
MVF (Music Video Festival)
Finalist
Spotify Advertising Hits
Best Use of Music
Effie Awards Latin America
1 Bronze
Despite Brazil being the blackest country outside the African continent, historically only white people have been protagonists of love in Brazilian entertainment.
So, to announce the partnership between Coca-Cola and Afropunk in 2021, we transformed the iconic Coca-Cola glass bottle into the "Lovetov", subverting and creating a limited edition of the first Molotov Cocktail that spreads black love.
On the fabric that comes out of the bottle, we invited Brazilian black artists to illustrate the black love story of other great Brazilian black artists.
Each artist had their love represented in their bottle, approaching a variety of black love: self love, romantic love, love for african roots, love for black culture, black maternal love, black family love.
Illustrated by dialeto.studio, Robinho Santana, Rafa Black
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Role: Creative/Copywriter
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Recognition
Brazilian Creative Club
1 Gold
1 Silver
1 Bronze
2 In Book
El Ojo de Iberoamerica
1 Bronze
You don’t need to be an artist to live like one.
This is our global campaign for Bud X World Tour Promotion. Fans all around the world now have the chance to not only win tickets for the 3 biggest music events in the world, but to do so like a pop diva: 5 star hotel, fashion stylist, vip access, luxury transfers and exclusive after parties.
The campaign is now on air in Asia, Europe and South America.
Directed by Giomi
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Role: Creative/Copywriter
Nike told us that it was going to launch a Corinthians collection in honor of the best Formula 1 driver of all time: Ayrton Senna (who, by the way, was a fanatical Corinthians fan).
We replied: there is only one way to do this campaign, being brave.
Photographed by Nixon Freire
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Role: Creative/Copywriter
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Film script:
Fear.
You never could penetrate in these eyes.
You never sheltered in this window of the soul.
Fear, you're weak.
You never could beat this obstinacy.
The spark was never yours.
You were never capable of overcoming this passion for victories.
This focus.
The spark always belonged to these eyes.
Always.
How to launch the new Fanta Flavor when the flavor is a complete mystery?
Well, taking advantage of the most mysterious period of the year.
Analyzing the search data during Halloween, one of the top subjects is always "how to cook unexpected snacks". The perfect match with Fanta.
So, we decided to create the most unexpected cooking competition.
MONSTER CHEF
The world's first unreality show live for all Latin America on Twitch.
Produced byPlay9
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Role: Creative/Copywriter
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Recognition
Latin America Design
1 Gold
Effie Awards Latin America
1 Gold
1 Silver
Effie Awards Brazil
1 Silver
Warc Awards For Effectiveness Global
1 Shortlist
To celebrate the seventh Brazilian championship of Corinthians, we created a souvenir newspaper for Nike with texts, headlines and photos that portray the fan's unwavering faith. The loose sheets of the newspaper allowed fans to turn each page into a poster.
During three months, photographers captured the devotion of both anonymous and celebrity fans, as well as of the players themselves.
The newspaper was delivered after the match that Corinthians lifted the cup and then distributed for free at newsstands, bars, subway stations and Nike stores in São Paulo.
At nike.com/corinthians fans had access to the full stories of registered fans.
+35 thousand copies.
2.5 tons of printed newspaper.
Photographed byAngústia.Photo
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Role: Creative/Copywriter
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Recognition
Brazilian Creative Club
1 In Book
Corona and Parley for the Oceans has made a pact to protect 100 islands around the world from plastic pollution.
Fernando de Noronha, a tiny Brazilian surf paradise, is one of them.
But in such a small place, we decided to go further than simple clean-ups, so we lent our poster boy, Gabriel Medina, to become the face of small businesses in Noronha on a simple condition:
they'd had to end their stock of plastic on the same day.
Directed by Andre Godoi
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Role: Creative/Copywriter
Find a comfortable place in a music festival is kind of impossible, right?
That's why, for Lollapalooza Brazil 2024, Budweiser launched "The Smallest VIP Area": the outfit that opens space in the crowd and serves as a support for your cold Bud.
*****
Case study coming soon.
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Role: ACD/Copywriter
In Brazil, TV after midnight can reserve magical (or crazy) things.
To promote Disney's new Aladdin movie, we sold the precious and iconic flying magic carpet in one of the most mysterious, funny and nonsense carpet sales programs on Brazilian television: 1001 nights.
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Role: Creative/Copywriter
Yes Day. A movie from Netflix which parents say yes to everything their children ask for during 24 hours. So, we asked ourselves, what if we also said yes to the kids exactly where they are: in Minecraft?
So, to promote the movie, we created a crazy city in the game made out of children’s requests.
A flying submarine hunting a shark with wings?
Yes.
An UFO abducting a cat?
Yes.
A waterfall of donuts?
You already know the answer.
*****
More content coming soon.
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Role: Creative/Copywriter
With Bud Zero alcohol, you don't have to spend your sunday nights navigating on incognito tabs on the lowest volume. Any day is a good day for a night out.
These are some spots part of the campaing that lauched Bud Zero in Brazil.
Directed by Ian Ruschel
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Role: Creative/Copywriter
If one day you were asked: what do you have to say to you?
We invited one of the greatest Brazilian actors, Lázaro Ramos, to do Genera's DNA test. Through the result, we made a film putting the ethnic groups that gave his test to talk about him, inviting everyone to know more about his ancestry.
Last but not least, the campaign launches the brand's new tagline across the country:
Genera. Busque em você. (Search yourself).
Directed by Urso Morto
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Role: Creative/Copywriter
It's only crazy until you do it.
To celebrate the historic football world record of 28 consecutive victories achieved by Corinthians women's team, we've created a film spot for Nike showing how the negative comments of the supporters changed as the team became unbeatable over the years.
A simple and necessary answer.
Just do it.
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Role: Creative/Copywriter
Every year anti-racist ideas win numerous awards at advertising festivals around the world. Cannes, D&AD, One Show, Andy Awards, Clube de Criação... well, everyone. The problem? There are few black creatives involved in creating these ideas. There are few black creatives judging these ideas.
Is the anti-racist fight really important or are they just taking advantage of it to win medals?
It was from this dissatisfaction that BLCK.PWR.ADS was born: the world's first advertising festival created by black creatives, judged by black creatives and selecting the best anti-racist ideas of recent years.
But with an important detail:
No medals. No Grand Prix. No glamour.
+ 29 jury members
+ 80 selected projects
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Role: Creative/Copywriter
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Recognition
Brazilian Creative Club
1 Silver
1 Bronze
1 In Book
Best Anti-Racists Campaigns By Black Advertisers Group
2nd Place
A short film to honor 10 truck and bus drivers from north to south of Brazil.
Written and produced in quarantine, entirely remote.
Aired on YouTube, IGTV and 46 Instagram stories from Volkswagen Trucks & Bus.
Literally, Histories.
Directed by Igor Selingarde & Diego Locatelli
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Role: Creative/Copywriter
Every election year in Brazil is the same thing: thousands of tons of political propaganda papers polluting the streets. Hardly anyone does anything to change this scenario. We decided to do it.
We placed stylized dumps and street-posters near the main polling stations in São Paulo.
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Role: Creative/Copywriter
Skol Beats Tower was a festival in a building, featuring the best nightclubs of Brazil, playing several different beats on each floor.
To elevate the concept "redondo é sair do mesmo beat", we created an official videoclip of Skol Beats Tower with a new song composed by artists of totally different styles who performed at the event:
Marcelo D2 (rap), Bhaskar (tech-house) and Nomade Orquestra (instrumental jazz, funk, rock, reggae, blues).
Directed by Rafael Kent
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Role: Creative/Copywriter
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Recognition
Brazilian Creative Club
1 Silver
1 In Book
