Files of Freedom for Mercado Livre ︎︎︎
In the country that kills most LGBTQ+ people in the world, it's nearly impossible for artists from the community make it big in the music industry. No wonder only 4 artist ever reached the top here. Mercado Livre - Latam's biggest ecommerce and sponsor of the São Paulo pride parade for 5 years in a row - teamed up with the world's N1 drag queen, and using her audience and our digital platform, revealed new talents from the community.
Case Study
We created a store inside our ecommerce platfmorm where people could download
a digital pack that had everything they needed to create their collab with Pabllo: beats, isolated voice tracks, green screen videos.
An open source music platform enabling collaborations between LGBTQIA+ indie artists and the #1 drag queen.
+12HRS
hours of content created organically
350MM
impressions
+16MM
organic views to
new LGBTQ+ artists
Film Launch
"Pabllo's mystery collab revealed tomorrow."
How it worked?
After downloading, you can find a folder with seven different files all to be used 100% free of copyrights
Anyone could have its own collab with Pabllo Vittar
Results
Below you can see some amazing feats.
+1800
new artist
s revealed
new artist s revealed
Finally, Pabllo and Jupi77er sung together on Pride Parade 2022
@gut
recognitions
cannes lions festival
1x gold
1x silver
1x bronze
1x gold
1x silver
1x bronze
D&AD
1x graphite
1x shortlist
1x graphite
1x shortlist
clio
3x bronze
the one show
1x merit
3x bronze
the one show
1x merit
ccsp
1x silver
2x bronze
1x silver
2x bronze
Hidden Spots for Heinz ︎︎︎
80% of gamers eat and drink while playing, but it’s much harder to do this in multiplayer games. This is why we partnered with Call of Duty and mapped out locations for gamers eat in peace on the new Warzone Caldera map.
Case Study
"Heinz managed to connect with gamers by taking advantage of the universal
truth that we all need to eat, even gamers."
CONTAGIOUS
Film Launch
+550 million
global impressions
13 countries
reached
+20 million
gamers impacted
+550 Hidden Spots
maped
We turned the maps into burger wraps to safely recharge gamers with a burger break in one of the new points of interest on the games.
And a limited edition pack
@gut
recognitions
cannes lions
2x silver
2x bronze
D&AD
1x graphite
3x wood
2x silver
2x bronze
D&AD
1x graphite
3x wood
the one show
1x best of discipline
3x gold
3x silver
4x bronze
1x best of discipline
3x gold
3x silver
4x bronze
clio
3x gold
3x silver
2x bronze
WARC Ranking
11 on top 100
3x gold
3x silver
2x bronze
WARC Ranking
11 on top 100
creative club of brazil
2x gold
1x in book
The Drum World Creative Ranking
top 100
2x gold
1x in book
The Drum World Creative Ranking
top 100
More Than 70 for Azmina ︎︎︎
Women earnings, on average, only 70% of what men do. So, we invited 3 of the biggest singers in Brazil to question about the pay gap. During the campaign, their songs played only 70% of their reproduction time. This experience happened in different audiovisual entertainment plataforms: Spotify, Youtube, Pay TV, Radio Stations and Social Media.
MTV adopted and broadcasted the campaign throughout May 2017. And on March 20rd 2017, #MoreThan70 was part of the United Nation’s International Labour Organization’s.
The United Nation’s International Labour Organization’s recognizes the importance of mobilizing women's movements for gender equality in the world of work and therefore supports the campaign #MoreThan70 from Azmina.
visual id
They sang only 70% of their songs and the remaining 30% left, this is what they did.
original soundtrack availble on Spotify click to listen
@j . walter thompson
recognitions
cannes lions festival
1x silver
3x bronzes
4x shortlists
1x silver
3x bronzes
4x shortlists
the one show
1x merit
1x merit
clio
1x gold
1x silver
el ojo
1x silver
1x bronze
1x shortlist
1x gold
1x silver
el ojo
1x silver
1x bronze
1x shortlist
creative clube of brazil
1x shortlist
1x shortlist
The Ze Theory for Ze Delivery ︎︎︎
Zé Delivery is an app that delivers beer very cold and very fast. We needed to raise awareness and sell big during the World Cup. So, we found out that each time Brazil has won the championship, there was a player named Zé on the National Team. To have a real chance at winning our sixth star, we absolutely needed a Zé on the team.
Guess what? There was one. Vini Jr. Or Vinicius José Paixão de Oliveira Jr. We launched a national movement asking Vini to put the name Zé on his jersey and bring Brazil all the luck that he could.
Case Study
Films Launch
+750%
social media mentions
+14%
awarness
3,5 Billion
impressions
60.000
orders per hour
@gut
recognitions
cannes lions festival
1x bronze
1x bronze
ccsp
2x bronze
2x bronze
Don't Blame the Clothes for The Womanity Foundation ︎︎︎
Every 11 minutes, a woman is raped in Brazil A number as scary as the reasons Brazilian use to justify it: 1 in 3 citizens believes that it's the woman's fault, and 30% of the population attributes the responsability for the abuse not to the rapist, but the victim's clothes.
Some photos of this handcrafted ads
my role: concept, art direction and design.
@j . walter thompson
recognitions
cannes lions festival
3x shortlists
3x shortlists
D&AD
1x graphite
1x graphite
the one show
1x merit
1x merit
el sol
1x silver
1x silver
wave festival
1x silver
1x silver