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ABSOLUT

ARTRESISTANCE

Throughout history, Absolut always stood by artists that used their art as a way to push the world forward. Starting from this context, we went on to create the new chapter in this history. We took on a really important cause that needs more visibility and support and gave it a place in the spotlight.

Brazil is the country

where the most transgender people

are killed each year. 

So we partnered with powerful voices in the artistic trans community that were fighting this intolerance: Linn da Quebrada and As Bahias e a Cozinha Mineira. Then, we released the original track ABSOLUTAS along with a exclusive music video and a 160 ft. mural in the biggest open art gallery of Latin America.

PERMISSION TO PLAY

For quite a few years Absolut had been in silence. To change that, they needed to come back and reconnect with brand lovers, also bringing back their historic artistic presence as a brand that always supported important causes.

THE MUSIC VIDEO

Linn da Quebrada feat.

As Bahias e A Cozinha Mineira em

THE MURAL

Hand-painted by Patrick Rigon and Renan Santos, it became a hotspot to visit and it is now a part of São Paulo's Free LGBT Walking Art Tour.

Throughout the campaign, brand advocates went from 11% to 25%. Consumption desire went up to 40% and Absolut had a 4pp increase in market share.

The music video had over 35 million views, online and on TV. The song became a hit on Spotify and an anthem for respect.

Society got to know the faces that were hidden behind intolerance. And, against all odds, Absolut kept resisting and pushing the world forward.

AWARDs:

CANNES ENTERTAINMENT LIONS FOR MUSIC / SHORTLISTED

SILVER WAVES FESTIVAL Branded Content & Entertainment - Outdoor 

Google SEARCH

JOBSBAR

The iconic Google Search bar had a new feature: now it was possible to search for jobs on it.

Google invited Mesa, a Brazilian method to solve problems, to create and lead the campaign, instead of an agency. I was invited to be the CREATIVE DIRECTOR aND HEAD OF ART for this entire project.

This campaign ended up being Google's most successful in their 10 years in Brazil.

Challenge

Google had the objective of connecting job openings to unemployed Brazilians through its search engine.

Solution

An emotional and optimistic campaign, but practical and realistic. Talking and touching those who need a job, generating not only optimism, but identification and confidence to generate an action: the search for a job.

Result

In addition to countless breaks in social media metrics, the term "jobs" surpassed "football" and became the most searched on Google Brazil during the campaign.

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NEWSMONITOR

Non cancellable Newsletter

Everybody knows it's imperative to keep tracking Brazilian politician's actions after elections. Because voting consciously is the best democratic way of bringing positive changes. But for a matter of fact, keeping track is hard to do. So we created a digital newsletter tailor-made with people's preferences about politics and helped them keep an eye on their candidates actions all along their four year mandates.

A thought-provoking tool that helps people monitor their candidates after the elections.

People would go to the website and choose their candidates: president, governor, senator, congressman and state representative. After the election day they would receive monthly a newsletters using newsmonitor technology with highlights of what their candidates were doing. For 4 year, non interrupted.

Featured in several places and AWARDed at

2015 Webby Award Winner

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BEN and JERRY'S

The Playfull Revolution

Ben & Jerry’s believes a company has the responsibility to give back to the community all the support they receive. They believe a company has an obligation to help and build a better society, wherever they are.

As they arrived in Brazil we knew we had to connect them with people that believe in that as well. We aimed their will of change to the ones taking the streets to have fun. Public space became our main objective of our Playful Revolution that started with a Picnic at Oscar Freire and goes all over the city.

Showing our support for cyclists, park, musicians singing karaoke in public places, squares, same-sex parades, genres debates and much, much more. Along with our support, we distributed a coin that could be exchanged for ice cream at our stores and even collect signatures for parks and public spaces issues.

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ABSOLUT

EXTRAKT

The new Absolut Extrakt arrived but we had a hard time trying to explain what it is. It´s not a new vodka, nor a gin.

It´s strong, but sweet at the same time. It´s spicy but also really refreshing. It´s great with drinks but also amazing as a shot. Confusing, right?

To help people understand this new product, we decided to open a call center where you could listen to some explanations about this new product. We tried our best to define Absolut Extrakt...even though we think it would be much easier if you just tasted it ;)

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BENandJERRY's

LOVE WHO YOU WANT TO LOVE

Ben & Jerry’s believes you have the right to love who you want to love. So do we. And after a special request on the brand’s facebook page, two guys, Nicolas and José got happily ever after inside the ice cream shop in São Paulo.

HOW IT STARTED:

This story begins after a facebook post about love equality. We were promoting a petition about the civil marriage between same sex people, and Nicolas thinking no one would hear him dared us to honor our words and marry him and his fiancé inside our store. We fell for it. Nicolas wanted it to be a surprise for his fiancé and wanted it took place on Valentine’s Day. We invited their friends, a film crew, prepared a speech and an ice cream cake. And they said yes.

WALK THE TALK

The ceremony was lovely. Millions of people saw it online. Social media/PR coverage wasn’t behind. Mostly we showed that we walk our talk. When we say you have the right to love who you love, we mean it. We truly mean it. And with love and truth by our side, we can do anything.

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NIKE RUNNING

HIGH FIVE TO SHARE

At Rio 10K, we connected runners and their Facebook friends by emulating an instinctive interaction:the high-five. By slapping the big yellow hands, they could share emotional milestones in real-time.

TECHNOLOGY

In partnership with facebook and other digital friends we helped Nike Rio 10k raise the attendance of a younger audience by making it the most fun and connected race ever. Runners used the hands to share their milestones. At the beginning, middle and end of the race. It was all possible using a RFID technology on the totems and runners handbands. The iconic Hi-5 act became a uplifting way of sharing their feelings during the race.

hands were slapped with visceral pleasure and everyone at the race enjoyed it. Total of 8.876 High fives posted with an average of 40 likes and comments on each share. "It was like having 40 friends running with you" runners said.

SOCIAL SERVICE PROJECT

CHOVEU NA CANTAREIRA

São Paulo 2016 we were living in ONE OF THE BIGGEST drought IN HISTORY, the information in the media were rare about what was the situation of water in the country? All we knew is that needs raining a lot in Cantareira, the main water reservoir of the state of São Paulo, for change the situation. As emphasized this problem in the largest city of that that time country?

was in this context that I and a great friend Mauro Mandil built a dynamic way to communicate and generate conversation about it. chuveunacantareira.com.br responds quickly and directly " Yes" or "No" in real time the main situation São Paulo water reservoirs.

PERSONAL PROJECT

OBJETO ROCHA

 Simple lighting objects made from marble leftovers.

I was with a work partner and good friend Thiago when the marble became a subject matter in the conversation. I was petrified when he told me about her aunt Izabel owner of a marble shop. She sells huge pieces of rock that become floors, walls, sinks and all sorts of huge heavy things. In her business, small pieces are considered leftovers.

With that opportunity in mind, we created lighting objects made from her discards. We had to design something radically simple so it could be built by her employees in their spare time, using the tools they already have. We are now selling our first piece, Objeto Rocha #1. It’s insanely heavy, but we ship worldwide.

But at objetorocha.com

Featured at

Hover States / Site inspire

PERSONAL PROJECT

POO SURFERS

It is a fact that the world's cities have grown haphazardly. This is reflected in countless places these large urban centers. Perhaps the streams, rivers, lakes and seas are the margin of these centers are the most affected by this public contempt.

To expose this for the population of my hometown Porto Alegre , I and crew decided to expose how much fun it would be if we could enjoy surfing these natural spaces, what are now in total abandonment situation.

it has become a hot topic (2009) in the whole country and a sort of joke on the internet. They called us Poo surfers and on this context they weren't wrong.