This project is one of the most difficult to translate or explain in English, but I promise I'll try here.
Joel Santana is one of the most iconic soccer coaches in Brazil. Despite a successful career, he is best know for his interviews in his own version of the English language, by the time he was South African national team's coach. (Please watch the linked videos, It's hilarious.)
That said, when we had to launch the new line of Head & Shoulders shampoos for P&G, our challenge was to teach people in Brazil, who in their majority don't speak English, how to say and spell the product's name. The idea came quickly, "Why don't call Joel Santana to do that?". After all, if we could make him speak Head & Shoulders correctly, our clients could do too.
The campaign was a huge success, with more than 30 millions views on Youtube only in the first two commercials launched (Watch "Donti révi caspa" and "Singing in the Chuveration"), which unfortunately I didn't have the chance to participate.
BUT, luckily, I was invited to create the last two commercials of the campaign with Africa's team. And still is a great success.
In the words of Advertising Age, when Africa was chosen Ad Age's 2014 International Agency of the Year, "Today they are doing some of the most offbeat -- and wildly popular -- digital work for Procter & Gamble brands you'll see anywhere. Africa's work for a P&G shampoo brand is Brazil's most popular brand video on YouTube, with more than 24 million views since its July 2013 debut".
The new version of Gillette Antiperspirant is so powerful that the P&G asked us to make a "money back campaign". So, we created the concept: "With the new Gillette Antiperspirant you are guaranteed. Eliminates the stench or your money back."
Then we aired four spots on TV showing that the new Gillette Antiperspirant will make you feel confident to confront any difficult situation. And I mean when I say difficult.
The "UFC" spot is the first one released. The others will be on TV soon.
To launch the new Ariel Power PODs (laundry detergent pacs) in Brazil, we created a creative concept that took advantage of the connection of the product's name with a very popular word in our language.
In portuguese, the word "PODE" means "CAN". With that in mind, we just cut the letter "E" and created the concept: "Agora todo mundo POD" (Now everyone CAN do it).
With that powerful concept in hands, we invited two famous comedy actors in Brazil (Gregório Duvivier and Fernanda Torres) and created a movie series for internet.
To launch the new Gillette Mach3 Turbo Senna Special Edition, we made a film talking about the rain, and how we Brazilians used to pray for rain when our idol Ayrton Senna was racing.
But the real stars of this film are those young boys aging between 19 and 20 years in the cast. They were born after our idol's death and were registered with Ayrton Senna's full name by their parents.
We also made a short online movie to show the histories of those boys.
Both films were directed by the famous Brazilian filmmaker Heitor Dhalia.
To promote Gillette Deodorant's sponsorship of the UFC we launched the "UFSweat: The League of Heavy Smells".
The campaign, all made in 3D animation, created an alternative and fictional MMA League with renegade athletes who struggle against smelly armpits. The big prize is a Gillette Deodorant, which eliminates the bad smell and brings the winner back to the UFC.
Ariel's Facebook Fans suggested surreal ways to stain clothes of a reality show celebrity, Sabrina Sato.
Our job was to present the power of Ariel in stain removal using the new face of the brand, Sabrina Sato, a celebrity who came from the most popular reality show in Brasil, The Big Brother.
So we invited Ariel's Facebook Fans to send suggestions of surreal ways to stain Sabrina's clothes. The best ideas became episodes of Ariel's Surreality Show, an online reality show which always ended with a happy ending: Ariel eliminating all the stains.
Fiat Mio is an Open Collaborative Platform to Make the Car of the Future.
In 2009 Fiat, the number one car seller in Brazil especially in the popular market, faced a big problem: as Brazil continues evolving, how to build brand equity with more upscale car consumers?
Well, if you wanna talk to premium consumers, start a conversation about innovation, about the future. That's how the idea came out: we recommended Fiat to find car lovers on the web and ask how they imagined how the car of the future would be.
Then, we developed an open collaboration platform on the web to enable car enthusiasts to set the agenda for the car of the future.
To promote NIVEA Invisible Black & White, the 1º deodorant to prevent spots in the sleeves of black and white t-shirts, we created a Facebook App, called "Who was the first?", the first one to recall your first interactions on Facebook.
Our job was to launch the new line of electric shavers and grooming products for Philips in Brazil.
So we asked to the most famous athlete in Brasil, and also the toughest guy around here, the UFC fighter Anderson Silva, to change his style.
In this film campaign for the new Sony Ericsson Xperia Play we decided to make fun with the gameplay of other touchscreen smartphones. We wanted show to the guys who like to game on smartphones that they need a real joystick, something that only the new Xperia Play has.
When NIVEA launched the Invisible for Black & White in Brazil, a new deodorant that avoids spots in the sleeves of black and white shirts, they asked us to make a buzz between young women on social media.
So we created the Fashion Black & White Project. The idea was to show that the deodorant now has become an ally in the conservation of the womens clothes.
For years the sports car category was left abandoned in Brazil. So, Fiat decided to launch a car that brought back the once forgotten sportiveness.
Our idea was to bring sportiveness and excitement to people's routine, remaking the boring journeys they drove everyday. All they needed to do was to trace the route on Google Maps and leave the rest to us: 10 projectors created a massive 25800sq ft screen on the floor of a warehouse. A race driver waited until lights were down to follow the route projected in the shape of a light beam.
Podium Grand Prix is a Facebook game where users can live again the experience of the old 8-BIT games. The new technology of Gasoline Petrobras Podium is the key: every refueling improves the game's graphics.
The results of each race and high scores were shared to the friends who can form leagues and challenge others buddies to see who spends more time on track and accumulate more trophies.
To promote the new Fiat Stilo Blackmotion, an exclusive version of the car painted totally in Black, we developed a sensorial concept: “See Further”.
The website shows a completely dark environment, where the users had to turn off the lights and expand their eye pupils to see clearly. The users had to fumble with the mouse to reveal the car and its details.