My partner and I were responsible for creating the concept and global tagline for the launch of the Galaxy S8, which became the biggest product launch in Samsung’s history. From spectacular OOH to global films, “Unbox your Phone” was everywhere. It was translated into dozens of different languages, and its presence around the world was nothing short than massive. The two films below set the campaign tone globally. Other agencies and offices worldwide adapted the idea and developed other executions for their own markets.
CREDITS /// CW: Julio D'Alfonso / AD: Luis Carlos Marques / CD: Brian Siedband, Gordy Sang / CCO: Britt Nolan / Director: Andrei Juradowitch
For its latest exhibition, “Specimens: Unlocking the Secrets of Life,” the Field Museum of Chicago displayed the most interesting specimens from its collection to the public, each with a fascinating story to tell. But since these inanimate objects can’t tell their own stories, we had the idea to invite people to lend their voices to them. We created a special pop-up audio booth that traveled around the city this summer and asked Chicagoans to record first-person monologues (we wrote 200 of them). Ultimately, the best voice overs will become part of the museum's permanent collection, integrating the exhibit via a web app. This project is still under development, come back soon to see more.
Kim Jong-un's propaganda machine brainwashes his citizens into believing North Korea is utopia, despite the majority living in abject poverty and hundreds of thousands suffering in torture prisons. A few years ago, a group of defectors began smuggling USB drives with media from the outside world. But they were buying these at cost. We partnered with the Human Rights Foundation to create a campaign to inspire people all over the world to donate their unused drives. The campaign is currently on a world tour, including Oslo, Seoul, London, Las Vegas, and San Francisco. We have collected more than 100,000 drives thus far.
CREDITS /// CW: Julio D'Alfonso / AD: Felipe Pavani / CCO: Rui Branquinho
VIVO UNLOCK LESSONS
VIVO UNLOCK LESSONS
With kids developing a growing infatuation for their parents’ smartphones and tablets, Telefônica-owned telco Vivo wanted to help Brazilian families turn this mobile habit into a productive and educational one. So we created an app, Vivo Unlock Lessons, that requires kids to answer educational questions before they can unlock their parents' smartphones.
2014. The World Cup takes place in Brazil. TAM Airlines, a former sponsor for the Brazilian Soccer Team, was left out of the game: another airlines would fly the National team exclusively. How could TAM stand out in this major event? Our strategy: as the biggest Brazilian soccer stars play in Europe, someone would have to bring them back home. And TAM was the only Brazilian company flying to the Old Continent. We casted three stars from the team - Paris St. Germain's Thiago Silva, Chelsea FC's David Luiz and Real Madrid's Marcelo - to show their desperate attempt to get their flights to Brazil on time while entire countries try to thwart their plans.
An app that helps couples mask the unpleasant sounds they make in the bathroom without wasting water. Launched on National Water Day in Brazil by Akatu, a non-profit organization that aims to bring awareness to conscious consumption, the Fake Shower app quickly became a hot topicon social media. It also topped the list of the most downloaded apps in the Brazilian Itunes Store. Not only did the app prevent many people from opening the shower tap, but most importantly, it also reminded people the importance of saving water.
In Brazil, reading is not a widespread habit due to the population's restricted access to books. The average Brazilian only reads 2.1 books per year. We tried to change this scenario with the Reading Feeds Project, which aimed to make reading accessible to everyone in the country, regardless of their income. By bringing two companies together - a book shop and a food basket distributor - we asked people to donate their books, which were then included in baskets along with basic food supplies. These baskets were distributed by Brazilian companies to all employees on low incomes.
Back in 2011, a entrepreneur came to the agency I used to work at with an idea in mind: he wanted to launch a new wine e-store. He wanted us to concept his new brand from scratch. And that's what we did. His competitive advantage was the price: since he was dealing straight with the wineries, he could get the best deals. "Great wines at (barely) legal prices" was the tagline we came up with. We thought of bringing it to life as if the store was being launched in the Prohibition era, and that dictated all executions in the campaign. Great learning process to think about every single aspect of a new business launch. And a really rare opportunity to do so.
Fifth Third Bank recently partnered with Stand Up to Cancer and the Cincinnati Bengals in an attempt to fight the disease. Every time a Bengals checking account is opened, Fifth Third donates U$150 to fund breakthrough cancer research. To communicate that, we had the idea to surprise a dedicated Bengals fan — who is also fighting cancer — with a stadium tour. In the middle of the tour, he's astonished with an inspirational locker room speech by Bengals coach Marvin Lewis.
I was one of the responsible for re-launching the Fiat Punto in Brazil back in 2012. With its reputation of having cutting-edge technology since it was first introduced to the market, Fiat Punto hasn't had significant improvements since its first edition. In times when texting and driving has become a huge reason for accidents, the agency has had the idea to create a product extension: Fiat Social Drive, a tool that reads information from the driver's social networks by using the car's audio system. We developed the launching campaign in which this unique feature was communicated, including the film below (with an additional alternative ending) and print.
Vivo, one of Brazil's largest telcos, has introduced this red-headed fellow as its main character in a TV spot back in 2012. Since then, he has featured in more than 20 commercials. My partner and I first took part in this campaign with this spot, a sequel of a spot in which the "ruivo" gets the phone number of a hot girl at the beach. Here, we see they have engaged in a relationship that doesn't seem to have a future.
After a series of commercials where the red-headed guy interacted with a few Brazilian celebrities, we had the idea to tap Vivo's 4G speed by having him getting across with Rubens Barrichello, Brazilian former F1 race driver that has a reputation for, well, not being that fast. Barrichello was one of the coolest and more confident guys ever by accepting our invitation to make fun of himself. The spots turned out to be hugely successful in the country, becoming a topic in conversations.