Don’t let the violence be covered by excuses.
First, a little bit of context.
The Maria da Penha Institute is a reference in the fight against domestic violence in Brazil.
Recent studies done on the theme show that every two minutes, 5 women are assaulted in Brazil. In the vast majority of cases, however – 74% – they do not report their aggressors due to fear, hiding the marks of their abuse with false excuses.
Our idea was to create a digital project for the Maria da Penha Institute that would stimulate more women to denounce these crimes.
So we launched an interactive video using a Youtube resource that always gets in the way of the user, covering the content of the video – the Annotations. The idea was to use annotations with false excuses written to cover the marks of aggression on the women in the video. Whenever the user closes the annotations with the excuses, the proof of the violence appears.
What if you could receive a personalized Goal dedication from David Luiz in your smartphone? During the 2014 World Cup, 250.000 brazilians got it.
During the 2014 World Cup, Vivo Telefonica, the largest Telecom in Brazil and official sponsor of the Brazilian national team, asked the agency to create a strategy to connect football fans with the players of the national team.
The idea came from simple insight: everytime a footballer score a goal, they use to dedicate it to their beloved ones.
But what if David Luiz, one of the most popular players in Brazil, could dedicate a goal directly to the fans on their mobile phones with personalized messages?
That's how we created "This Goal is for You", the biggest mobile and direct activation in Brazil during 2014 World Cup.
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 pronounce Head & Shoulders correctly, our clients could do too.
The campaign was a huge success, with more than 30 millions views on Youtube in the first two commercials launched ("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 next 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".
In this project, Vivo asked us to introduce the concept "Life goes by in 4G speed" on the digital media.
Immediately, we remembered this internet hit Portrait of Lotte, which shows a father that filmed his now teenage daughter portrait every week from the day she was born.
The first idea was to produce a similar video, but it wouldn't work. It would look fake. So, we decided to contact the father, Frans Hofmeester, and buy the rights of the video.
Then the easiest part was to combine this beautiful video with the wonderful song "Time After Time" from Cindy Lauper.
Voilá! Our new Youtube hit was born.
The launching of Oral B Complete was a big hit on Youtube Brazil in 2013.
The Brazilian TV star, Rodrigo Faro starred a video singing literally upside down the song "Compare, Comprove, Complete", composed especially for Brazilian Carnival. And his singing chin became a fever on internet that year.
In 2014 we had to promote the product during the rodeo season in Brazil. So, we composed a country song for the music star Michel Teló sing along with Rodrigo Faro, in a video clip using the "Chin Singing" language again. Check this out!
Vivo Telecom, as Official Sponsor of the Connection with the Brazilian National Team, created a promo called #tamoconectado (#WeAreConnected) for the World Cup 2014.
They invited people to register their phone numbers and receive exclusive custom videos and SMS of the Brazilian team stars during the matches. All live and in real time.
To activate this promo, we published a prank video on Youtube called "Surprise in a Vivo Store", where the National Team's coach Felipe Scolari, know as "Felipão" in Brazil, surprised people in a Vivo Store.
The prank became a huge sucess, with more than 9,5 million views on Youtube. And delivered more than 30.000 registrations on the promo #tamoconectado.
In this Head & Shoulders campaign, we had the challenge to show the women in Brazil that our product were not only for men.
So we started looking for inspiration in a genre that were very popular in our television in the 90's: the mexican soap operas, with their flashy opening musical themes and female protagonist always called Maria (Mary).
The idea was there! We created our version of a mexican soap opera: "Maria sem Caspa" ("DandruffLess" Mary). With Sabrina Sato and Rodrigo Faro, two famous brazilian TV Hosts, and a very special participation of our big star Joel Santana (see "Joel's Tálqui Show"), with his poor english pronunciation.
The skate rider Douglas Dalua, 2012/2013 World Champion, was the star in this tutorial that we created for Vivo Fiber.
The idea was to make a comparison between his and Vivo Fiber's speed.
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.
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.
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.
In 2014 Vivo, the biggest telecom in Brazil, made a huge TV campaign using the tennis superstar Rafael Nadal. The TV commercial was a success but it didn't had much impact online.
So they asked us to create something to engage tennis fans on social networks and promote their TV commercial on those platforms. That's the background of our Signed Commercial campaign on Facebook.
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.
Fiat Mio. The World's First Crowdsourced Car.
In 2009 Fiat, the number one car seller in Brazil especially in the popular market, decided to open their car manufacturing process to the public. Our mission was to help them create the World's First Crowdsourced Car.
First we started a conversation about innovation, about the future. We recommended Fiat to find car lovers on the web and ask a simple question: "How do you think the car of the future should be?"
Then, we developed an open collaboration platform online 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.